3. 33
Q4 Marketing Objectives and Strategies
Executive Summary
Primary Objectives:
Utilize ESPN College Football Rivalry Week to
build Unaided Awareness and drive the Most
Preferred Brand Status:
Help raise overall Samsung Mobile
unaided Brand Awareness to 53%
(from 51%) by the end of 2008.
Help maintain or exceed the Brand
Preference goal of 17% (from 13.7%).
Marketing Research will assist the
program with measurement.
Secondary Objectives:
Drive Sales for Samsung Propel @ AT&T
3 Key Strategies:
Focus on our Youth Minded Consumer (YMC)
passion point of sports, by leveraging a proven
equity in American College Football.
Create an integrated marketing plan that
reaches the Global Brand Target (ie. YMC) in
multiple ways.
Provide local activation activities, including
carrier partnerships (ie. AT&T), that will drive
sales (ie. Samsung Propel).
4. 44
Who:
Target 1: Adults 25-35 years; Target 2: Adults 18-24 years
Delivers College Football fans (Nationwide), especially Males 18-34 years
What:
Deliver broad campaign reach to grow unaided mobile brand awareness from 51%-53%
Drives sales for the Samsung Propel @ AT&T
How:
Utilize ESPN (“Home of College Football”) for combination broad reaching national media including TV
(ABC, ESPN, ESPN2, ESPNU), ESPN.com, ESPN Radio, Print (ESPN The Magazine and the USA Today).
Brand / Iconic Product Integration, Public Relations, Consumer Promotions and Channel Partnerships.
Local Activation will provide Consumer Touch-points through Experiential Marketing & Media Events.
Where:
ESPN College Football Rivalry week is national in scope (USA)
When:
Saturday, Nov 22 – Saturday, Nov 29, 2008, with promotional activity starting earlier
Program Objectives and Strategies
Executive Summary
5. 5
Public
Relations:
• ESPN Program
initiative support
• STA PR Team
press outreach
• STA Recycling
• The Samsung
Experience Center
Activation
Pre-Game Drive to
AT&T Retail Stores:
• Radio Promotions (2)
• Radio Remotes (2)
• Samsung “Propel”
• Samsung Prizing
Tickets / Hospitality:
• Michigan @ Ohio State
Samsung Mobile
“Rock ‘N’ Rally” Event:
• Samsung Recycling
Direct bags distribution
Interactive Marketing
ESPN Online Banner
Ads and Promotions:
• ESPN.com - College
Football Home Page
• ESPN.com/ Samsung
Rivalry Week Pages
• ESPN.com - College
Football Polls (daily)
ESPN Mobile:
• Text Messaging (Polls)
STA Brand Assets:
• Samsung websites
• email blasts (bi-monthly)
• Social Media
Program At-A-Glance
Executive Summary
Advertising
Television:
• ABC
• ESPN
• ESPN2
• ESPNU
Print:
• ESPN The Magazine
• USA Today Newspaper
Radio:
• ESPN Radio Network
• Local (Columbus, OH)
6. 6
Advertising:
• Television
• Print
• Radio
Interactive:
• ESPN Online
• ESPN Mobile
• STA Brand Assets
Public Relations:
November
2008
09/28- 11/29
11/15-11/29
Program Schedule
Executive Summary
Campaign
11/16-11/29
Planning
October
2008
Activation:
• Pre-Game @ Retail
• Tickets / Hospitality
• Rock ‘N’ Rally Event
11/09-11/29
11/28 USA Today + 12/29 ESPN The Magazine
11/16-11/29
11/02-11/29
11/15 + 11/20 Remotes
11/22 Michigan @ Ohio State
11/21 Event
11/02-11/29
8. 8
Global Brand Target
Youth Minded Consumers
Youth Minded Consumers
(YMC)
Brand
Target:
Youth-
Minded
Consumers
Media Target
Universe of
Mobile Shoppers
As our brand target, the YMCs will be the
constituency on which we will focus when
crafting all of the brand’s activities.
Our media target will be influenced by the YMC,
but will be a larger group to ensure the reach
that we need to deliver on our business goals.
The influence of YMCs will in turn ripple outward
to the broader universe of Mobile shoppers.
InfluenceInfluence
• In early 2008, GMO also released a redefined global brand target
The college football fan profile fits well with the
Samsung Youth Minded Consumer: Average Age
31; Largest age range of sports 18-54; Male 63%,
Female 37%; Median Household Income $61,000;
Over 80% have graduated or had some college;
Collegiate fans are 57% more likely than the
American population to make over $150K per year
11. TV Football Games - Week 1*
Saturday, November 22nd
ESPN on ABC:
12 Noon = Michigan @ Ohio State (Big Ten): 2 Samsung Spots
3:30 PM = Boston College @ Wake Forest (ACC):
3:30 PM = Michigan State @ Penn State (Big Ten):
3:30 PM = Stanford @ California (Pac-10):
8:00 PM = Texas Tech @ Oklahoma (Big 12): 2 Spots
ESPN:
12 Noon = West Virginia @ Louisville (Big East): 2 Spots
7:45 PM = Florida State @ Maryland (ACC): 3 Spots
ESPN2:
12 Noon = Indiana @ Purdue (Big Ten): 3 Spots
3:30 PM = reverse mirror of Big Ten & ACC games from ABC: 2 Spots
7:15 PM = Pittsburgh @ Cincinnati (Big East): 2 Spots
ESPNU:
2:00 PM = Jackson State @ Alcorn State (MEAC): 2 Spots
5:30 PM = Duke @ Virginia Tech: 2 Spots
*NOTE: Network and start times are subject to change per ESPN production discretion.
3:30p regional
telecast, 2 spots will be
shown in these 3
games.
12. TV Football Games - Week 2*
Saturday, November 29nd
ESPN on ABC:
Florida @ Florida State/ Maryland @ Boston College 3:30PM = 4 Spots
Oklahoma @ Oklahoma State 8:07PM = 2 Spots
ESPN:
Virginia @ Virginia Tech 12:00PM = 2 Spots
Notre Dame vs USC 7:45PM = 3 Spots
ESPN2:
South Carolina @ Clemson 12:00PM = 1 Spot
Kentucky @ Tennessee 6:30PM = 2 Spots
ESPNU:
North Carolina @ Duke 3:30PM = 2 Spots
Vanderbilt @ Wake Forest 7:00PM = 2 Spots
*NOTE: Network & start times are subject to change per ESPN production discretion.
20. 20
20
20
Advertising:
ABC, ESPN, ESPN2, ESPNU
ESPN/ESPN2/ESPNU Execution:
• 18 games total* (6 ESPN; 6 ESPN2; 6 ESPNU)
• Full-screen Rivalry Week :05 animation to run prior to every game with audio to read
“Welcome to Rivalry Week brought to you by Samsung Mobile” (logo will be included).
• Sponsor logo or name in text to also appear in any promos for Rivalry Weekend
• Two (2) billboards per game
• First Half Stats feature in each game over the two weeks. “First half stats brought to you
by Samsung” (Samsung logo will be on included)
• Estimated spots per network:
ESPN: 60
ESPN2: 20
ESPNU:100-200
ABC Execution:
• Six games total*
• Full-screen Rivalry Week :05 animation to run prior to every game with audio to read “Welcome
to Rivalry Week brought to you by Samsung Mobile” (logo will be included).
• Sponsor logo or name in text to appear in any on air promos for Rivalry Week
• Two (2) billboards per game
• Estimated spots: 10-12
*Total number of games subject to change
24. Advertising:
ESPN Rivalry Week - TV “First Half Stats”
Samsung Ellipse as it appeared in “First half stats brought to you by Samsung Mobile”.
25. Advertising:
ESPN Rivalry Week - TV Text Messaging Polls
Samsung Ellipse as it appeared in 11/22 Michigan @ Ohio State & 11/29 Games,
to predict the winning teams…text “RIVAL” to 43776 during ESPN Rivalry Week.
26. ESPN Rivalry Week Results:
Summary and WAP Numbers
Summary of impressions and ratings from the unit detail report:
- Each ABC Game (pending)
- ESPN (total)
- ESPN2 (total)
- ESPNU (not rated)
- Bottom Line (total for all units)
WAP Numbers:
11/22 - Michigan vs. Ohio St.
- 738 uniques texting RIVAL
- 788 total RIVAL texts
- 455 opted in to automatically receive next weeks poll question (61% of uniques)
11/29 - Oklahoma vs. Oklahoma St
- 1,479 uniques texting RIVAL
- 1,555 total RIVAL texts
31. 31
Samsung Mobile and ESPN Radio
Samsung Mobile Propel
:30 Radio Spot
Samsung Mobile
SC :10 in Mike & Mike
Samsung Mobile
Blink – The Herd
Samsung Mobile -
Rivalry Week Promotion – The Herd
Samsung Mobile -
Rivalry Week Promo –
Mike Tirico
32. Advertising:
ESPN Rivalry Week - TV & Radio Copy
Samsung ESPN College Football Rivalry Week
:05 TV Billboards _ESPN & ABC
VO: Brought to you by Samsung Mobile, proud sponsor of ESPN Rivalry Week.
:05 Radio
VO: Brought to you by Samsung Mobile, proud sponsor of ESPN Rivalry Week.
:10 Radio
VO: Brought to you by Samsung Mobile, and the new Samsung Propel. With its slide-out, full
QWERTY keyboard, the Samsung Propel lets you make yourself heard.
:30 Radio
VO:Brought to you by Samsung Mobile, and the new Samsung Propel mobile phone.
Thanks to its slide-out, full QWERTY keyboard, the Samsung Propel lets you text faster and
communicate easier.
So whether you’re texting friends, family, coworkers – or anyone else – with the Samsung
Propel, you can make yourself heard.
Want to find out more about Samsung and the new Samsung Propel? Go to
www.samsungmobileusa.com.
36. Interactive Marketing:
ESPN Rivalry Week - Samsung Propel Banner Ads
Presence on ESPN.com
Banner space - for all banner space on ESPN.com, we leveraged the existing Samsung Propel Ozzy
campaign and banner ads that drive to STA MySpace page currently branded for Samsung Propel
and offering the rich media widget.
40. Interactive Marketing:
Samsung - ESPN Mobile Marketing
Mobile Marketing Rock ‘n Rally
Text to Screen
Show attendees can send a text and see it on large projection screens. This text message flow
allows for Samsung Alerts opt-in.
We are still confirming what content we can use to encourage people to opt-in to Samsung Alerts.
To be finalized by Friday, Nov. 14.
Samsung Propel text to win
Show attendees can text to win prizes from the provided Samsung Propel handsets onsite only.
This will encourage concert attendees to interact with Propel. Message flow finalized Friday, Nov
14.
ESPN text polls
ESPN interacts with consumers through consumer text polls. “Cast your vote during Rivalry Week
by Samsung text Message ‘Rival’ to 43776.”
ESPN has agreed to allow Samsung to offer an opt-in in the message flow. “Want promo & event
updates from Samsung? Reply Y”
Message flow next page. Final TBD.
Where will this be promoted?
ESPN WAP site
We will have presence on ESPN WAP site.
Just logo presence. No drive to WAP.
When will this be live?
ESPN: Who’s going to win tonight’s
match up? Thanks for voting for your
team during Rivalry Week. Current
results:
Michigan: 51%
Ohio State: 49%
Presented by Samsung
Tue, Jun 3 11:45 am
46. Interactive Marketing:
Samsung - Email Blast
Email Blast was sent out on Wednesday, November 19, 2008 (2-days prior to Samsung “Rock ‘N’ Rally”)
Sent to only those in STA, SFC, & SEA databases with physical addresses in the Columbus, Ohio area
48. Drive To Retail & Samsung Rock ‘N’ Rally:
Radio Promotions - Columbus, OH
48
Radio Promotions with Columbus stations:
•WBNS-FM The Mix 97.1
• On-Air Spots (promotional spots, live DJ chatter and call-ins from drive to retail): 464
• On-Air Consumer Impressions: 3,950,000
• Online Impressions (web banners, hyperlinks and custom web page):848,586
•WNCI-FM 97.9
• On-Air Spots (promotional spots, live DJ chatter and call-ins from drive to retail): 116
• On-Air Consumer Impressions: 1,030,500
• Online Impressions (web banners, hyperlinks and custom web page): 445,000
• Email Blast to WNCI listeners: 89,000
•WBNS-AM 1460 The Fan
• On-Air Spots (promotional spots, live DJ chatter and call-ins from drive to retail): 484
• On-Air Consumer Impressions: 2,805,000
• Online Impressions (web banners, hyperlinks and custom web page): 928,093
Grand Totals
• Radio On-Air Promotions (combination of recorded spots, live DJ chatter and call-ins from drive to retail events): 1,064
• Radio Promotions Impressions (on-air, online and email blast): 10,096,179
• Radio Promotions Advertising Value: $950,000
49. Drive to Retail Store Events:
AT&T - Grove City & South Campus
49
OVERVIEW
• Samsung executed two radio remote events in Columbus, Ohio, to create a buzz around the Samsung Rock N’ Rally activation during
ESPN’s Rivalry Week for the Ohio State v. Michigan football game. The first event occurred on Saturday, November 15 and the
second happened the day before the Rock N’ Rally on Thursday, November 20, 2008. Radio promotions and street team efforts took
place during the week leading up to the event to create excitement for Samsung and encourage consumers to visit the select at&t
store locations to check out the Samsung Propel messaging phone.
RADIO
• At each event, Samsung’s radio station partner 1460 The Fan and Mix 97.1 conducted radio remotes from 12 PM – 3 PM on
November 15, and 5 PM – 8 PM on November 20 with a station DJ on site to continue driving traffic to the event.
DÉCOR & ACTIVITIES
• Attendees had a great time playing the cornhole and football toss games for their chance to enter to win a Samsung Propel phone,
VIP passes to the Samsung Rock N’ Rally concert, ESPN All-Access passes and score some Samsung premium items. The
Samsung beanies and scarves were especially popular!
• In addition to the games, consumers enjoyed getting their faces painted to show their Ohio State and Samsung spirit.
• The Samsung Ambassadors, dressed as referees, encouraged consumers to play the games and informed them about all the
features on the new Samsung Propel messaging phone.
• Consumers who purchased the Samsung Propel phone were thrilled to receive their tickets to the Ohio State v. Michigan rivalry game
as their gift with purchase.
50. 50
EVENT HIGHLIGHTS
• Consumers stopped by the Samsung Propel Tailgate Party where the at&t truck with built-in LCD screens was on site
helping to promote the Samsung Propel phone and the Rock N’ Rally event.
• There were over 30 raffle entries and the two raffle winners walked away with a prize package of a Samsung Propel phone,
a pair of VIP passes to the Samsung Rock N’ Rally and all of the Samsung premium items.
• Radio stations 1460 The Fan and Mix 97.1 had the Ohio State v. Illinois game broadcasting for attendees to listen to. Mix
97.1 jock Charley Wassen was on hand to engage the crowd and conduct the raffles.
• One attendee came out to the at&t store after hearing the ads for the event on Mix 97.1. She stopped by so she could
meet her favorite DJ, Charley Wassen, and bought a Samsung Propel while there.
• Another attendee bought a Samsung Propel because, in his own words, “this phone is so much cooler than my old one.”
He was so happy that he received the amazing seats to the game with his purchase and was nervous to hold them
because of their great value!
Total attendees: 40
Total Samsung Propel phones sold: 2
Drive to Retail Store Event:
AT&T - Grove City (Sat, Nov 15, 2008)
51. 51
EVENT HIGHLIGHTS
• 1460 The Fan brought out former Buckeye Quarterback and National Championship winner Craig Krenzel who autographed
footballs, met fans and drew the winning raffle tickets. He even signed a football as an incentive for the sales team at the
store.
• DJs Scott Torgerson from 1460 The Fan and Charley Wassen from Mix 97.1 were also on hand to engage the crowd ,
conduct raffles and encourage listeners to come out to the event.
• With over 50 raffle entries, there were four winners! The first two walked away with a prize package of a Samsung Propel
phone, a Samsung Bluetooth, a pair of VIP passes to the Samsung Rock N’ Rally and all the Samsung premium items.
• The third raffle was for the Samsung Ultimate Fan Package – the ESPN All-Access passes including tickets to the game, a
Samsung Propel phone, a Samsung hands-free speaker, VIP passes to the Samsung Rock N’ Rally and Samsung swag.
The final winner stayed at the event the entire time and won a surprise bonus pair of tickets to the game!
• An Ohio State student stopped in to purchase a Samsung Propel phone and she loved that it came in scarlet and white -
“Ohio State colors!” She was thrilled to receive the tickets to the Ohio State v. Michigan game with her purchase and she
couldn’t believe what great seats they were.
Total attendees: 200
Total Samsung Propel phones sold: 1
Drive to Retail Store Event:
AT&T - South Campus (Thu, Nov 20, 2008)
52. Samsung Rock N’ Rally Concert Event:
Lifestyle Communities Pavilion (Fri, Nov 21, 2008)
52
Friday, November 21, 2008 – Samsung Telecommunications America (Samsung) and at&t celebrated ESPN
Rivalry Week with the Samsung Rock N’ Rally at The LC Pavilion in Columbus, Ohio. Featuring a performance by
The All-American Rejects, the event built on the anticipation of the Ohio State vs. Michigan game, one of the
nation’s biggest college football rivalries, while promoting the launch of the Samsung Propel, Samsung’s newest
messaging phone.
• Over 3,500 teen and college-aged consumers, radio contest winners and invited media attended the event.
• More than 900 consumers utilized the Samsung Rock N’ Rally shuttles that looped between the OSU campus
and nearby entertainment venues.
53. Samsung Rock N’ Rally Concert Event:
Lifestyle Communities Pavilion (Fri, Nov 21, 2008)
53
Guests entered the event to the tune of Ohio State fight songs, cheered on by Samsung cheerleaders, as they
proceeded through a giant football helmet into a tented patio decorated like a pep rally. Samsung Ambassador
“referees” assisted guests with sending “text-to-screen” messages on display throughout the venue.
• Nearly 800 guests sent in “text-to-screen” text messages at the event.
• 26 consumers selected to opt-in for Samsung Mobile Alerts.
• 27% of opt-in consumers downloaded The All-American Rejects wallpaper.
• Over 3000 raffle tickets were distributed to guests that interacted with the Samsung Propel. Raffle winners
were announced on-stage by local legend Bo Biafra, lead singer of the Dead Schembechlers, a Columbus
band that promotes the spirit of the OSU vs. Michigan rivalry.
54. Samsung Rock N’ Rally Concert Event:
Lifestyle Communities Pavilion (Fri, Nov 21, 2008)
54
The crowd roared with excitement when The All-American Rejects took the stage at 10:30 PM and performed
their new hit song “Gives You Hell” from their yet to be released album, When the World Comes Down.
• Before The All-American Rejects took the stage, guests had the opportunity to watch local bands Watershed,
A Skylit Drive and Escape the Fate perform in the adjoining venues House of Crave and The Basement,
adding to the festival-like atmosphere.
• In addition to advertising integrations with ESPN, the performance was taped for inclusion during ESPN’s
Rivalry Week coverage throughout the following week. As the official sponsor of ESPN Rivalry Week, ESPN
integrated the Samsung brand into nine days of on-air programming, beginning November 22, 2008,
continuing until November 29, 2008.
• Footage from the concert event was included in multiple programming opportunities during ESPN Rivalry
Week.
55. Samsung Rock N’ Rally Event:
Local Promotions - Columbus, OH
55
Promotion reached far beyond the Samsung Rock N’ Rally via a variety of local channels
online, on-air, in print and even on the streets.
• Beatmichigan.osu.edu featured an announcement of the Samsung Rock N’ Rally and received over 350,000 impressions
the week prior to the event.
• 25,000 copies of Uweekly Magazine featured a full-page color ad in the November 19th issue announcing the Samsung
Rock N’ Rally and the November 20th Drive to Retail event at the at&t South Campus location.
• 10,650 flyers, posters and table tents were distributed by street teams in heavily trafficked areas like the OSU campus
and Columbus entertainment areas for a total of 36 hours over eight days leading up to the event.
• Local promoters announced the event via 2,000 dedicated emails, 1,100 MySpace messages and 254 text Facebook
messages.
• Over 1,000 student organizations on the OSU campus received bulletins on the Samsung Rock N’ Rally via The Source
Bulletin.
• Over 60 Greek council leaders at OSU posted information about the event on house message boards and group email
blasts, reaching over 4,500 students in OSU Greek organizations.
TOTAL PROMOTIONAL
IMPRESSIONS:
10,490,683
56. 56
Activation:
Game Tickets / VIP Hospitality
Game Tickets:
Rivalry Week big game tickets are always in high demand & short supply and have
a perceived price-to-value equation, similar to gold.
Game Tickets were utilized for Push (with Customers) & Pull (with Consumers)
efforts, in order to help Samsung Mobile drive sales, while building the brand.
Samsung utilized Michigan @ Ohio State Game Tickets, as follows:
54 Tickets - AT&T Employees (27 Key Customers)
26 Tickets - AT&T Drive to Retail* (13 Consumers)
02 Tickets - Samsung Rock ‘N’ Rally (1 Consumer)
08 Tickets - AT&T Account Team (4 Employees)
10 Tickets - STA Executive Team (5 Employees)
*Note: AT&T – South Campus Drive To Retail promo rewarded a lucky consumer +
guest, with a special ESPN “behind the scenes” gameday tour & football tickets.
In addition, ESPN provided Samsung with 40 Other Game Tickets (various), that
were utilized w/ AT&T Key Customers or through MWW Group Public Relations.
57. 57
Activation:
Game Tickets / VIP Hospitality
VIP Hospitality:
In addition to Game Tickets, we also created a VIP Hospitality
area for STA invited guests (Consumers, Customers, STA
Executives) for the Samsung Rock ‘N’ Rally Event and
Michigan @ Ohio State Pre-Game in Columbus, OH:
Fri, Nov. 21: Samsung Mobile “Rock ‘N’ Rally” Event
Sat, Nov. 22: Michigan @ Ohio State Pre-Game:
Buckeye Hall of Fame Café (below & right side)
59. Public Relations:
Media Coverage / Recycling Initiative Reporting
Broadcast: WCMH-TV (Columbus, OH – NBC)
First at 4: Ken Rosselli In-Studio Interview with Anchor
Ellie Merritt
Radio Promotions: Tickets Giveaways in Austin, TX
for Texas A&M @ Texas and Stillwater, OK for
Oklahoma @ Oklahoma State Rivalry Week
Games “Brought to you by Samsung Mobile”.
Rivalry Week Sponsorship Press Release Media
Coverage:
More than 20 media outlets picked up press release
including…
More than 1,000 recycling bags distributed to fans
in attendance @ Samsung Rock ‘N’ Rally free
concert event in Columbus, OH on Nov. 21st.
61. Measurement:
Marketing Research Summary
Among those aware of ESPN Rivalry Week:
10% were aware that Samsung Mobile is
the primary sponsor (11/24-11/30 only)
40% thought it was a clever way to
advertise the brand
40% thought it meant that Samsung is
really trying to revamp its image
30% thought it made Samsung a cool or
innovative brand
51% said it improved their opinion of
Samsung
61
Awareness of ESPN Rivalry Week
PRIMARY OBJECTIVES:
Measure awareness of Samsung’s sponsorship of ESPN Rivalry week at a national level and
measure the effect of that sponsorship at a national level
METHODOLOGY
Inclusion in online Continuous tracking study
FINDINGS:
62. 62
ESPN RIVALRY WEEK
Master Program Plan
Integrated Strategic Marketing Recap
Ken Rosselli
December 16, 2008
