At&T Cotton Bowl Recap - Samsung Partnership

1. 76th Annual
AT&T Cotton Bowl Classic
January 6, 2012
Recap

2. Samsung at the 76th AT&T Cotton Bowl Classic
Event Overview
 As an official sponsor of the 2012 AT&T Cotton Bowl on January 6th, 2012, Samsung created branded interactive consumer
installations that spanned the entire East and West Plazas of the Cowboys Stadium in Arlington, Texas.
 With an attendance of 80,956, Samsung and AT&T promoted the Samsung Galaxy S II Skyrocket and Samsung Galaxy Tab 8.9 through
various interactive games and activities connecting with consumers throughout the event.
 The Samsung stages were hosted by ESPN Radio’s Ben and Skin, which featured performances by Emerald City and Downtown Fever
Band, a noted Dallas music ensemble, followed by performances from the Kansas State and Arkansas Marching Bands.
 The memorable Samsung official halftime show, coupled with signage and branding throughout the stadium reached over 80,000
excited fans on-site and millions of viewers across the U.S.
 The night prior to the game, Samsung was the sponsor of the Cotton Bowl’s Denim and Diamonds, an invitation-only event for
Cotton Bowl luminaries and VIP guests. The event featured a performance by Grammy-nominated country group The Band Perry.

3. Samsung at the 76th AT&T Cotton Bowl Classic
Goal
 Leverage AT&T’s existing sponsorship of the AT&T
Cotton Bowl Classic to create a brand presence for
Samsung Mobile and the Samsung Galaxy S II
Skyrocket and Galaxy Tab 8.9.
Objectives
 Generate mass awareness and sampling opportunities.
 Connect emotionally to consumers.
 Drive Samsung/AT&T purchase consideration.
 Create a program that is entirely measurable.

4. Samsung at the 76th AT&T Cotton Bowl Classic
Results
 The AT&T Cotton Bowl Classic reached a wide array of consumers
both on-site and nationwide in the following ways:
 Game Day attendance: 80,956
 Premium Items: 16,500
 Field Goal Kick’em: 2,910
 Football Toss: 3,150
 Meet the Press: 2,462
 Rally Towel Customization: 2,000
 Face Paint Activation: 532
 Mosaic Photos: 687
 Tweets (#ATTCBC): 1,434
 The AT&T Cotton Bowl Classic reached over 8.36 million people on
FOX.

5. Samsung at the 76th AT&T Cotton Bowl Classic
Denim and Diamonds
 To kick-off the Cotton Bowl, Samsung hosted the Denim and Diamonds event
the night prior to the game.
 Held at the Gaylord Texan’s Glass Cactus club, Cotton Bowl VIPs and former
greats alike were treated to dinner and cocktails and a performance by The
Band Perry.
 Samsung branding was prevalent throughout the venue, reminding guests of
the brand’s association with the Cotton Bowl.
 Samsung and AT&T VIP’s received an exclusive meet and Greet with The Band
Perry prior to the show.

6. Samsung at the 76th AT&T Cotton Bowl Classic
Samsung AT&T Stages
 Located on the East and West Plazas, the Samsung stage was hosted by ESPN Radio
favorites Ben and Skin and featured pre-game performances by Emerald City and
Downtown Fever Band, the much-beloved Dallas band known for its impressive classic
cover songs.
 The Kansas State and Arkansas marching bands and cheerleaders pumped up the crowd
as they performed their signature routines on their respective sides.
 Thousands of fans watched performances before entering the stadium, decked out in
the gear of their favored team wearing Samsung AT&T eye blacks and waving rally
towels that they had customized.
 The Band Perry followed up their Denim and Diamonds performance with a crowd
pleasing rendition of National Anthem on game day.
 During the half time show, Samsung and AT&T encouraged guests to send email their
photo or text Cotton for the chance to win a device.

7. Samsung at the 76th AT&T Cotton Bowl Classic
Hospitality Suite
 Samsung and AT&T hosted a hospitality suite for key executives.
 The hospitality suite offered a premiere viewing area along with food and drinks.
 To kick-off the Cotton Bowl, the guests in the suite received an exclusive meet and greet from The Band Perry.

8. Samsung and AT&T Branding
Samsung and AT&T branding could not be missed as it was seen throughout the plazas, on the stadium and throughout the
inner stadium.

9. Samsung and AT&T Branding Continued

10. Interactive Installations
Each plaza included various interactive elements for consumers to experience the Samsung Galaxy S II
Skyrocket and Samsung Galaxy Tab 8.9 first hand.
Interactive Stations included:
 Field Goal Kick’em
 Samsung Shows Your Spirit
 Rally Towel Customization
 Meet the Press
 On the Field
 Prize Redemption Booth
 Sideline Reporter
 Photo and Twitter Wall

11. Interactive Station: Field Goal Kick’em
Field Goal Kick‘em
 Fans put their fingers to the test with the Field Goal Kick’em game where they were tasked with kicking a field goal
on the Samsung Galaxy Tab 8.9 using their fingers to flick the screen.
 Guests tested their skills as each successive kick became hard with increased distance and weather elements.
 Those who sailed through by kicking all five field goals won Samsung Galaxy S II Skyrocket or Galaxy Tab 8.9, while
others took home a Samsung and AT&T branded premium item.
 Kansas State and Arkansas helmets and jerseys accentuated the game displays as guests took a seat on the gym
benches in the “Locker Room” to experience the Samsung Galaxy Tab 8.9 and test their field goal kicking skills.

12. Interactive Station: Samsung Shows Your Spirit
Samsung Shows Your Spirit
 Samsung gave their fans the ability to show their true colors with a custom face paint
booth.
 Guests used the Samsung Galaxy Tab 8.9 to choose from a number of pre-set face paint
designs that include team colors, mascots and designs to then be applied by a face-
painting artist.
 After fans had their face painted, Brand Ambassadors took photos of the fans, which
were immediately displayed in the photo and twitter mosaic on the large screens in the
plazas.

13. Interactive Station: Rally Towel Customization
Rally Towel Customization
• Samsung and AT&T allowed fans to show off their school pride and prepare for the big game by creating their own
custom rally towels.
• Consumers SWYPED their names or favorite phrase onto the Samsung Galaxy S II Skyrocket, which was then printed
onto a rally towel featuring the mascot of their favorite team.
• Brand ambassadors on-site assisted with demonstrating the SWYPE feature to guests and then ironed-on their
customization to the rally towel.
• Fans were excited to take home a branded personal keep sake and also swing their towel in the air during the game.

14. Interactive Station: Meet the Press
Meet the Press Trading Cards
 At the Samsung AT&T Huddle Up, fans were able to create their very own trading card to make them feel like one
of the stars.
 Ambassadors used the Samsung Galaxy S II Skyrocket to allow fans to pick their school background and then take a
picture of the fans together on a field background.
 Brand Ambassadors emphasized the 8 MP camera on the device and the quality of the photos.
 Photos were then printed on a branded Samsung AT&T Cotton Bowl 2012 trading card as a takeaway item.

15. Interactive Station: On The Field
On the Field: Football Toss
 Taking place on the grassy areas of the plazas, guests were challenged to bring
out their inner QB.
 Fans through footballs through Samsung Galaxy S II Skyrocket and Galaxy Tab
8.9 life size devices.
 The football toss proved a huge success with guests, attracting lines of eager
players throughout the day.
 Guests that successfully made it through all five goals received a Samsung
Galaxy S II Skyrocket or Galaxy Tab 8.9 and everyone that played received a
prize ticket to redeem a premium item at the prize booth.

16. Interactive Station: Prize Redemption
Prize Redemption Booth
 Guests that participated in the various activations received a Samsung AT&T prize ticket to redeem at the Prize Booth located
on both the East and West Plazas.
 Fans were excited to receive prizes like Samsung AT&T water bottles, football tote bags, eye blacks, bam bams and
customized rally towels.
 Over 16,500 Samsung branded premium items were given away to guests that played the Field Goal Kick’em and Football
toss along with nine Samsung Galaxy S II Skyrockets and nine Samsung Galaxy Tab 8.9s!

17. Interactive Station: Sideline Reporter
Sideline Reporter
• Fans were able to experience the video chat capabilities of the Galaxy Tab 8.9 with the Sideline Reporter
activation.
• Before the game, fans were able to ask questions and see certain areas of the stadium through the Sideline
Reporter video chat allowing them a insider experience outside in the plazas.

18. Interactive Installation: Photo/Twitter Mosaic
Twitter and Photo Mosaic
 #ATTCBC live tweets and photos taken from the face painting booth were streamed onto giant screens on each plaza
throughout the event. The tweets and photos moved in a 3D motion and transformed into a moving mosaic of Samsung
and AT&T logos and messaging.
 Two lucky winning tweets that were featured on the photo/twitter mosaic on the plaza outdoor screen were
picked to win a Skyrocket and Tab 8.9 device as well!

19. Brand Ambassadors
Brand Ambassadors
 Samsung AT&T Ambassadors were dressed in football jerseys and
managed the prize giveaways and drove traffic to the interactive
installations.
 Brand Ambassadors highlighted the various features of each device
through interactive stations to give fans a hands on learning experience.
 Segway Ambassadors dressed as football players roamed both plaza
spaces along with the parking lots telling fans to check out the Samsung
AT&T Huddle Up activities and tweet #ATTCBC for their chance to win
one of the featured devices.
 Segway Shields were custom created with images of the Samsung
Galaxy S II Skyrocket and Galaxy Tab 8.9.

20. Thank You