Samsung: Droid Charge Campaign (Strategy)

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.
Samsung Speed School Campaign | NYC
Droid Charge by Samsung

© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.
Samsung Speed School Concept
“Do you know how slow you were going?!”
Go to Speed School or suffer the consequences of crawling uploads, lagging downloads and juvie-level
entertainment. Learn to travel at blazing 4G speeds with the Droid Charge, by Samsung.
Live in the fast lane.

Guerilla Events

Street Team Activation
•  Street teams of Speed School
Cops with fake radar guns will be
strategically placed around high
traffic areas in NYC, citing people
for moving too slow (while talking
on their non-Samsung phones)
–  Madison Square Park
–  Times Square
–  Grand Central Station
–  Union Square
•  The cops will hand out donuts and
“tickets” to Speed School, which
violators will be directed to attend
at a nearby, fully branded
experience trailer

Call to Action—Sales Driver
•  The Speed School “tickets” will
contain a $50 Media Hub voucher
code, redeemable with the purchase
of a Droid Charge at Verizon
•  The location of the experience
trailer(s) and the nearest Verizon
Retail stores will be featured on the
ticket
•  A sweepstakes offer will entice
them to visit the trailer for entries
to win a ’69 Dodge Charger, as well
as cool giveaways
•  A QR code will point to a
themed video

Speed School Experience Trailer
•  A wrapped semi-trailer will house the
“Speed School” educational experience,
providing portability and a large branded
presence to attract/educate passerby
•  “4G Cops” and the ’69 Charger will be
positioned outside the trailer, capturing as
much attention as possible
•  The Charge will be demoed inside and out
of the trailer by Brand Ambassadors
•  Inside, consumers can enter a sweeps to
“Get Charged,” winning the Dodge Charger
or a new Droid Charge
•  Fun tchotchkes will be given away—
cop mustaches, aviator glasses, etc.
•  Donuts, coffee and other treats will
also be on hand

Speed School Experience Trailer

Celebrity Endorsement
•  Upon entering the trailer, violators will be
required to watch a PSA-style video
featuring a celebrity playing “Dirk”, an
over-the-top 4G cop
•  In the video, Dirk will educate attendees
on the pitfalls of moving too slow, and
the benefits of the new Droid Charge
•  Potential celebrities could include Jim
Breuer, Bill Hader or Tom Green, etc.

4G
cops
approach

passerby,
issuing

3ckets
to
go
to

Speed
School

Customer
goes
to

Speed
School

YES

NO

Gets

educated

and
tries

Droid

Charge

Enter

sweeps,

gets

branded

giveaway

Directed

to
nearby

Verizon
to

purchase

Redeems

Media

Hub
code

(from

3cket)

Takes

branded

3cket

home

Visits

Verizon

retail
later

Purchases

Droid

Charge

Redeems

Media

Hub
code

(from

3cket)

Customer Experience Flow

Large-Scale
Event Sponsorship

Bike NY
•  Bike NY is a 42 mile bike tour,
through all five boroughs of NYC
•  Over 32,000 riders participate,
and countless spectators attend
the race and the festival at the
finish line
•  The race-like nature of Bike NY
provides for a natural integration
of the speed message—
with numerous sponsorship,
engagement and advertising
opportunities along the course
•  It is a high PR event, with
multiple public officials and
media in full attendance

Bike NY - Demographics
•  The Tour presents a remarkable platform for
Samsung to target the New York metropolitan
area
•  Some 32,000 cyclists gather for the unique
opportunity to ride 42 miles on traffic-free New
York City streets, bridges, highways and parks
•  Key demographics:
–  63% are male, 37% female
–  57% are ages 18-45
–  62% have a Facebook account
–  72% have a $75K+ HHI
–  84% have a college degree
–  70% have professional/managerial jobs
–  76% live in the tri-state area

Bike NY – Advertising Properties
•  Event Programs - Distributed to all
registered riders, city officials,
sponsors, VIP guests and volunteers,
often kept as a souvenir
•  Rider Vest - Logo Placement
•  Banners - Displayed at the official
start of the race, highly-photographed
•  Stage - Features backdrop and rail
banners
•  Customized PA Announcements
•  L-Pole signs - Placed every 15 feet
along Church street up to the start
banner
•  Track boards - Placed along the start
line
•  Finish Columns - Double sided

Bike NY – Tour Integration Opportunities
•  A legion of “Dirks” will be seeded
throughout the cyclists, increasing photo
and branding opportunities
•  5 “Dirks” (Brand Ambassadors) will man
Samsung Speed School booth at the
five refreshment points, handing out
branded cups/bottles of water
•  PA Announcements will direct traffic to
the booth

Bike NY – Finish Line Festival
•  91% of Bike NY’s 32,000 participants attend the finish line festival (along with friends, family and
other spectators) to celebrate the end of a great ride while enjoying music, food, sponsor
exhibits, and merchandise sales
•  The Speed School trailer (or booth) will be onsite creating an impressive, experiential presence

Broad Awareness

OOH
•  Opportunities to increase
awareness through OOH
on:
–  Tall Walls
–  Wild Postings
–  Subway Station Ads
•  Should Verizon choose to
participate, the Media
Hub promo can be
incorporated

Samsung: Droid Charge Campaign (Strategy)

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