Category: Best Sponsorship or Partnership Campaigns
Advertiser: AT&T AND SAMSUNG
Product/Service: SAMSUNG INFUSE 4G
Agency: MAC PRESENTS
Regional Marketing Director: Stacey Portnoy (Samsung)
President: Marcie Allen (Mac Presents)
Executive Vice President: Nick Simulia (Mac Presents)
Senior Sponsorship Coordinator: Jessica Beutler (Mac Presents)
Director: Chris Hicky (Gravel Road Productions)
Producer: Tameron Hedge (Revolution Pictures)
Art Director: Alison Slamon (Orange Morning Productions)
Photographer: Stewart Cohen (Stewart Cohen Pictures)
Media placement: Online Advertising - Billboard.com - June 9, 2011
Media placement: Outdoor Advertising - MTV - Times Square NYC - June 16, 2011
Media placement: Print Advertising - Billboard Magazine - Jun 18, Sep 10, Nov 12, 2011
Media placement: Mobile Marketing - Us Magazine, CMT, Good Housekeeping - July 20, 2011
Describe the objective of the promotion.
AT&T and Samsung sought to create a fully integrated entertainment partnership to launch the new Samsung Infuse 4G phone. A custom promotion solution was needed to establish an Infuse-led social media community, provide opportunities for consumers to engage directly with the new device and strategically integrate the phone into the daily life of the endorsing artist partner. With a fan base similar to the Samsung Infuse's desired target market and a summer tour that coincided with the Infuse's US product launch, Keith Urban was selected as endorser.
Describe how the promotion developed from concept to implementation.
We worked with the brands' communications teams to set target audience and artist selection criteria. Keith Urban's summer tour schedule and fan base demographics aligned perfectly with Infuse's US Product Launch and he was selected to represent the brands. Along with AT&T/Samsung and Urban's management team we developed an interactive, custom program to help bring the partnership to life well beyond a traditional sponsorship rights deal layering several online tactics such as Facebook contesting, digital and mobile advertising and offline components like TV advertising, print advertising, on-site activation and retail store ticket giveaways to deliver maximum activation power.
Explain why the method of promotion was most relevant to the product or service.
The promotion was relevant to consumers because it naturally and organically connected the new Infuse device to Keith Urban. Urban used the Samsung Infuse to film video vignettes of his daily life on tour and posted those vignettes to a co-branded Facebook page and his own website for his fans to watch. The Infuse was mentioned or shown in each video. Online sweepstakes were utilised to create Facebook activity and drive consumer traffic to select AT&T retail stores around the country. Onsite activation areas at each venue allowed consumers to experience the device in an interactive, engaging way.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion generated over 930m consumer impressions through implementation of the promotional plan and on-site activation at Urban's 47 nationwide shows. Over 20% of concert attendees interacted with the brands' on-site activation areas and thousands more downloaded photos, videos, Urban wallpaper and song courtesy of AT&T and Samsung. The promotion's Facebook page garnered over 30,000 likes in just 3 months and generated more than 49m impressions. Ticket giveaways, promoted online, delivered an average of 30 walk-in consumers at each AT&T retail store location. Joint press efforts between AT&T/Samsung and Keith's team produced over 74m impressions.