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In the beginning of this year, Samsung approached us
and said “We’re going to introduce 3D television
and we want to build a successful launch campaign.”
Of course, the introduction of 3D TV was a very important one
because it’s a new technology that has to be very well communicated
to the consumer.
We wanted a big, spectacular kick-off
and created one with the historic building ‘Beurs van Berlage’.
We started with the ‘Beurs van Berlage’ splitting in two,
revealing the new dimension of Samsung TV.
We made videos of the event
and placed them on the especially created channel www.youtube.com/samsung3devent,
so from outdoor, we moved to digital.
YouTube’s Brand Channels are the ideal place to promote videos.
These channels allow users to get in touch with the brand,
with the Brand Channel offering the possibility of consistent branding.
By using targeted advertising on YouTube,
traffic is directed towards the brand channel.
At a later stage we used YouTube take-over and a game
to generate traffic for the 3D TV channel and the 3D outdoor projection videos.
The result in The Netherlands of the YouTube channel:
about 18% of the Dutch population visited the channel.
And through the viral power it also connected worldwide
through blogs and YouTube,
so that the total reach is over 50 million people
and that number is still increasing.