Zoolander 2 partnership consisted of:

- In-film integration

- Zoolander 2 Premiere: The red carpet was turned into a fashion runway and Galaxy Owners were given exclusive front row access to a surprise fashion show featuring the cast, red carpet arrivals, and the film screening.

- Samsung Selfie Station - Red carpet stunt with Billy Zane to encourage celebrities to take selfies with him and Samsung would make a donation to the Center for Children Who Can't Read Good (Ben Stiller Foundation). More than 200k was raised.

- Retail Promotion: Purchase a Galaxy S6 or S6 edge and get entered to work it at the Zoolander 2 premiere in NY as the official fan correspondent for Entertainment Tonight.

- Zoolander School of Modeling Powered by Samsung: Exclusive immersive modeling-themed experience at the Grove LA from February 11-15th. Consumers journeyed various model training stations, which taught important modeling skills using Samsung phones and tablets.

January 15 – January 30, 2016

• Retail Promotion – Purchase a Galaxy S6 or S6 edge and get entered for a chance to work it at the Zoolander 2 red carpet premiere as the official fan correspondent for Entertainment Tonight

Feb 9, 2016

• Zoolander 2 Premiere and Surprise Fashion Show – Galaxy Owners were given exclusive front row access to the surprise fashion show prior and access to the screening

• Samsung Selfie Station Stunt – Hosted by Billy Zane on the red carpet to benefit the Ben Stiller Foundation. Celebrities who participated included Will Ferrell, Jennifer Aniston, Ben Stiller, Skrillex, Susan Sarandon, etc.

Feb 11-15, 2016

• Zoolander School of Modeling Powered by Samsung – Held at the Grove in LA and featured Blue Steel Selfie Station, Samsung’s Elite Model Lingo Training, Model Walk-Off, and Model Graduation

Samsung was able to effectively leverage the film’s brand equity for an overwhelming win. Ultimately we were able to organically distribute our key messages to consumers through moments integrated with franchise assets that engaged consumers strategically across channels to drive brand identity, awareness, loyalty and consideration.

The partnership generated:

• 3.3 MM media impressions

• 26,3223 device interactions

• 4,664 foot traffic (at School of Modeling)

• 5.6 Device Engagement Ratio

Better yet, we were able to considerably impact consumer sentiment and perceptions:

• 63% said partnership lifted their perception of Samsung being ‘unique’, ‘dynamic’, and ‘cool’.

• 77% said the partnership improved their opinion of Samsung

• 56% said Zoolander 2 partnership positively impacted their interest in purchasing a Samsung product

The culture of Samsung is to push the boundaries of innovation while creating immersive, one-of-a-kind experiences rooted in consumer’s passion points that showcase how our technology can make people's everyday lives better. The debut of Zoolander 2, one of the most anticipated film releases in 2016, provided an ideal platform to create a partnership that helped highlight how Samsung technology could come to life in fun, immersive, and organic ways.

Samsung's goal was to power unforgettable and shareable experiences and exclusive access that were relevant to our consumers and helped tell the brand story in interactive and immersive ways.

Our 360-degree partnership would give Samsung products a starring role during the build-up to release, organically placing the product into the hands of millions of people.

Zoolander 2 was one of the most anticipated film releases of the year. Between the film's beloved iconic characters, A-list cast, and heavy fashion focus, Zoolander 2 presented the perfect vehicle for Samsung to align and organically integrate our portfolio of products (Galaxy S6 edge+, Tab S, Level Headphones, etc.) with.

The partnership capitalized on the Samsung product integration in the film while creating a number of additional consumer touch-points and marketing extensions.

Objectives:

-Create immersive programming and experiences powered by Samsung technology that leverage the popularity of the Zoolander 2 film.

-Provide exclusive access and premium interactions not offered by any other brand.