Samsung/At&t Summer Krush Recap

Table of Contents

Section One Executive Summary
Section Two Market Recaps
Section Three Consumer Interactivity
Section Four Television Integration
Section Five Opening Act
Section Six Promotions
Section Seven Key Learnings
Section Eight Media

Program Overview

Program Objectives
• Generate buzz and excitement for Samsung AT&T Summer Krush.

• Build mass awareness and product consideration for the Samsung
Infuse™ 4G available at AT&T.

• Drive Samsung and AT&T purchase consideration.

• Expand Samsung and AT&T’s presence within the music community
by partnering with today’s hottest musical acts.

• Create excitement surrounding the Samsung and AT&T brands.

• Connect emotionally to consumers.

Executive Summary

Program Overview

Reach
Consumers came into contact with the Samsung AT&T Summer Krush
and the Samsung Infuse™ 4G exclusively at AT&T through a number of
promotional channels.

• Attendance: 35,517 consumers registered and 31,224 consumers
attended Samsung AT&T Summer Krush Shows

• Radio: 53,983,900 consumers were reached via radio promotions
on-air and online

• Television: 15,511,776 viewed Samsung AT&T Summer Krush
content on ABC’s Jimmy Kimmel Live!

• Online: 2,645,139 consumers visited
www.SamsungSummerKrush2011.com throughout the tour

• Opening Act: 301,077 consumers were exposed and interacted
with the Samsung AT&T Opening Act contest

Executive Summary

Program Overview

ROI
Total Impressions
• Samsung AT&T Summer Krush has garnered 1,318,431,158 impressions (as of
10/14/2011)
– Print and Online Media Impressions: 1,102,924,847
– Online and Social Media Impressions: 145,958,704
– In-Venue Impressions: 51,931
– Television Impressions: 15,511,776
– Radio Impressions: 53,983,900

Ad Value
• The total ad value of Samsung AT&T Summer Krush is $35,775,603

ROI
• 794%

Executive Summary

Consumer Surveys

Survey
To gauge consumer sentiment and the effectiveness of the Samsung AT&T Summer Krush tour, guests were surveyed
on-site using a custom survey app directly on the Samsung Infuse™ 4G.
How did attending Samsung AT&T Summer Based on your experience with Samsung AT&T
Krush affect your perception of Samsung and Summer Krush, are you more inclined to
AT&T Devices? purchase a Samsung phone?
Negatively Maybe
Neutral
1% 6%
8%
No
27%

Yes
Positively
67%
91%

Did your experience with Samsung AT&T
Summer Krush change your perception of the
quality and availability of Samsung/AT&T
devices?
Maybe
16%
No
14%
Yes
70%

Consumer Interactivity

Program Overview

Concert Series
• The fourth annual Samsung AT&T Summer Krush tour was a free concert series providing consumers with
intimate concerts featuring today’s hottest musical acts.

• The tour also introduced a mass audience to the Samsung Infuse™ 4G Exclusively From AT&T.

• The Samsung AT&T Summer Krush tour traveled to nine cities across the country with top acts in each stop:

Nashville Los Angeles Dallas

Chicago New York Orlando

Atlanta San Francisco Seattle
Executive Summary

Program Overview

Program Elements

• While at the Samsung AT&T Summer Krush Concert, fans had the
opportunity to test and learn more about the Samsung Infuse™ 4G by
taking part in the different interactive activities that created to highlight
the key features of the phone.

• Brand Ambassadors interacted with concert goers by showing them the
device and helping them take part in the different activities. After playing
Angry Birds or having their photo taken in front of the Summer Krush
back drop, fans had the opportunity to redeem prizes depending on what
they took part in.

Executive Summary

Program Overview

Program Elements

VIP Hospitality
• Samsung and AT&T hosted a reception where key
executives could enjoy hors d'oeuvres and cocktails during
the event.

• VIP guests had the unique opportunity to meet the artists
in a private meet & greet before the show.

Executive Summary

Program Overview

Program Elements

www.SamsungSummerKrush2011.com
• The Samsung AT&T Summer Krush website was the place for information and ticketing
for all Summer Krush shows.
• All ticketing was conducted on the website, where consumers could register for their free tickets.
• Printable from home, each ticket contained a unique bar code, which allowed for ticket
scanning at each venue.
• Tickets featured an advertisement for the Samsung Infuse™ 4G and directed consumers to visit their local
AT&T store for more information.
• SamsungSummerKrush2011.com received 2,645,139 visits over the course of the promotion,
collecting data for over 35,000 registered consumers.

Executive Summary

Program Overview

Program Elements

Jimmy Kimmel Live!
• The Samsung Infuse™ 4G and the Samsung AT&T Summer Krush were
major parts of ABC’s flagship late night program.
• Three live commercials were performed by Jimmy Kimmel himself leading
off the night’s show, promoting the Samsung Infuse™ 4G, the concert
series, and the Opening Act contest.
• Four Samsung AT&T Summer Krush concerts were broadcast as the
musical guest on the show: Luke Bryan in Nashville, The Band Perry in
Dallas, Coldplay in Los Angeles, and Pitbull in Seattle.
• These performances were shot on location and featured Samsung and
AT&T messaging and bumpers and graphics featuring the Samsung
Infuse™ 4G logo to further enhance the integration.
• Total impressions for the Jimmy Kimmel Live! integration came to
15,511,776**

**Pending ratings for 10/3 Live Commercial and 10/25 Opening Act Performance Executive Summary

Program Overview

Program Elements
Opening Act Contest
• Back for a second year, the Samsung AT&T Opening Act contest created an open casting call for the nation’s
best unsigned band.
• 2,084 bands across America submitted their music videos hoping to make it big on national TV.
• To further enhance band and fan conversation online, part of the judging criteria revolved around social
sharing on Facebook and Twitter.
• The winning band, JuBee and the Morning After opened for Pitbull and Seattle, and appeared as a musical
guest on ABC’s Jimmy Kimmel Live!
• The Samsung AT&T Opening Act contest garnered 17,340,888 total impressions, including:
– 217,818 microsite page views, 7,389,000 Facebook Impressions, and 1,181,625 Twitter Impressions.

Executive Summary

Nashville: Luke Bryan

Luke Bryan
Grand Ole Opry House®
Nashville, TN
Wednesday, July 20, 2011

•3,600 fans filled the Grand Ole Opry House to see country music star, Luke Bryan.

•Luke Bryan played his country hits “Country Girl” and “I Don’t Want This Night to End,”
which were taped for Jimmy Kimmel Live.

•Thousands of consumers were able to interact with the Samsung Infuse™ 4G prior to the
show at interactive product booths for the chance to win branded prizes.

•Radio station, WKDF was onsite energizing fans while they waited to get their tickets scanned.

Market Recap

Nashville: Luke Bryan

Media Coverage
Nashville Totals (to date), including 273 press release postings:
• Total Impressions: 131,352,542
• 62,039,990 of the impressions were from press release postings
• Total Ad Value: $ 1,050,820
• $496,319 of the total ad value was from the press release postings

Nashville Coverage Highlights*
Broadcast highlights of 6 hits, including:
• 103 WKDF - Marty McFly am radio show
• WSIX Nashville - Morning Drive
• WKRN (ABC) - News 2 at 10
• WKRN (ABC) - News 2 Early Morning

Online highlights of 51 hits. Including, but not limited to:
• AllAccess.com • CountryWeekly.com • ArtistsDirect.com
• CountryMusicFever.com • LukeBryanFan.com • BestCountryAround.com
• CountryMusicIsLove.com • NashvilleCountryClub.com • CountryHound.com
• CountryMusicNewsBlog.com • TasteOfCountry.com • CountryRadio1.com
• CountryMusicRocks.net • Tennessean.com • MusicRow.com
• CountryMusicTattleTale.com • NashvilleLifestyles.com • Nashville.com
• CMT.com • CelebMagnet.com • Examiner.com
• Music.AOL.com Market Recap

Los Angeles: Coldplay

Coldplay
UCLA Tennis Center
Los Angeles, CA
Wednesday, August 3, 2011
•6,200 fans packed the UCLA Tennis Center for a live performance by world famous band, Coldplay,
which was taped for Jimmy Kimmel Live and also benefitted the GRAMMY Foundation®.

•Samsung AT&T Summer Krush featured Coldplay’s only Southern California performance this year,
which was aired the same night on Jimmy Kimmel Live featuring hit songs, “Charlie Brown” and
“Every Teardrop is a Waterfall.”

•Jimmy Kimmel himself took the stage to personally introduce the Samsung AT&T Summer Krush
Coldplay show.

•Numerous celebrities came out to see the highly anticipated show including Gwyneth Paltrow, Kate
Bosworth, Lindsey Lohan, Channing Tatum and Jenna Dewan-Tatum, Aaron Paul and Camilla Belle.

Market Recap

Los Angeles: Coldplay

Media Coverage
Los Angeles Totals (to date), including 272 press release
postings:

• 62,039,990 of the impressions were from press release postings
• $ 496,319 of the total ad value was from the press release
postings

Los Angeles Coverage Highlights:
Coverage highlights of 83 hits. Including, but not limited to:
• E! News • HuffingtonPost.com • Examiner.com
• People.com • Today.MSNBC.MSN.com • Music.AOL.com
• USAToday.com • Billboard.com • KISSFM.com
• OKMagazine.com • Variety.com • Gather.com
• MTV.com • Celebuzz.com • Reuters.com
• JustJared.com • HollywoodLife.com • APImages.com
• Eonline.com • RadarOnline.com • TooFab.com
• CNN.com • TMZ.com • PopCrush.com
• NYPost.com • LATimes.com
• VH1.com • TheCelebrityCafe.com
Market Recap

Dallas: The Band Perry

The Band Perry
Gilley’s Palladium
Dallas, TX
Monday, August 8, 2011
•2,500 fans filled the Gilley’s Palladium to see country music stars, The Band Perry.

•The Band Perry’s singles hit singles, “You Lie” and “If I Die Young” were taped for Jimmy Kimmel Live.

•Over 900 consumers tweeted and took their picture for the chance to win fantastic prizes before the
show.

•Radio Stations, KSCS and KPLX were onsite energizing fans while they waited to get their tickets
scanned.

Market Recap

Dallas: The Band Perry

Media Coverage

Dallas Totals (to date):

• Total Ad Value: $226,846

Dallas Coverage Highlights:

• BigMachineMusic.com • DallasNews.com • TheCountryVibe.com
• BriteRevolution.com • Examiner.com • Zimbio.com
• CMRNashville.com • Gigape.com
• Communities.Canada.com • GilleysMusic.com
• CountryMusicFever.com • NashvilleCountryClub.com
• CountryMusicIsLove.com • TasteofCountry.com
• CountryMusicRocks.net • TheBandPerry.com

Market Recap

Chicago: Bush and Chevelle

Bush and Chevelle
The Congress Theater
Chicago, IL
Thursday, August 18, 2011
•4,962 fans filled the Congress Theater’s capacity to see alternative rock bands, Bush and
Chevelle.

•Thousands of consumers interacted with the Samsung Infuse™ 4G to win various branded
prizes including a water bottles, fans, tote bags, T-Shirts and the grand prize of a Samsung
Infuse™ 4G.

•Radio Station, WIIL was onsite energizing fans in line prior to the show with giveaways and VIP
wristbands for a meet and greet with Bush and Chevelle.

Market Recap

Chicago: Bush and Chevelle

Media Coverage
Chicago Totals (to date):


Chicago Coverage Highlights

• Chicago Tribune online • Concert Capture
• Chicago Collection Magazine • Free Things To Do In Chicago
• Chicago Sun Times online • StarSightings.com
• Radar Online • Vegas Hangover
• Chicago Scene Magazine • Examiner
• USA Today • Fanity
• Buffalo At Home • The Dead Hub

Market Recap

New York: Lenny Kravitz

Lenny Kravitz
Terminal 5
New York, NY
Wednesday, August 31, 2011

•3,000 fans packed Terminal 5 to capacity to see legendary rock star, Lenny Kravitz.

•Over 1,100 fans tweeted @SummerKrush and took photos to see their picture on the moving
mosaic displayed on the stage and for the chance to win prizes including a Samsung Infuse™ 4G.

•Radio Station, FRESH, was onsite giving away prizes and energizing fans as they lined the streets of
New York to see Lenny Kravitz.

•As part of the national flyaway promotion, 21 lucky fans from across the country won an all
expenses-paid-for trip to see the concert.

Market Recap

New York: Lenny Kravitz

Media Coverage
New York Totals (to date):


New York Coverage Highlights

• Billboard Magazine (print & online) • CNN Marquee Blog • CNN Marquee Blog
• AccessHollywood.com • NBCMontana.com • Forbes.com
• According2G.com • Regator.com • DayLife.com
• AllVoices.com • TheIndyChannel.com • Guest Of A Guest
• ClickOnDetroit.com • WCTI12.com • Yahoo! News
• ClickOrlando.com • WESH.com • PollStar.com
• Free Things To Do In New York • WFTV.com • AOL Music
• KTVU.com • WFXI.com • Popsessive.com
• LocalNews8.com • LennyKravitz.com • The YBF
• LocalWireless.com • Downtown Magazine NYC • Just Jared
• ABCLocal.Go.com • Entertainment Weekly online
Market Recap

Orlando: Cee Lo Green

Cee Lo Green
Hard Rock Live
Orlando, FL
Wednesday, September 7, 2011

•2,915 fans filled the Hard Rock Live to see pop superstar Cee Lo Green.

•Over 2,000 fans tweeted @SummerKrush and over 600 fans took photos to see their picture on the
moving mosaic displayed on the stage and for the chance to win prizes including a Samsung Infuse™
4G.

•Radio Station, WXXL was on-site energizing fans while they waited to get their tickets scanned.

Market Recap

Orlando: Cee Lo Green

Media Coverage
Orlando Totals (to date):


Orlando Coverage Highlights

• CeeLoGreen.com
• Examiner.com
• Free Things To Do In Orlando
• Mix 1051 online
• Orlando Sentinel online
• Orlando Local Guide

Market Recap

Atlanta: The Avett Brothers

The Avett Brothers
The Tabernacle
Atlanta, GA
Wednesday, September 9, 2011

•After playing their 2011 Grammy performance alongside Bob Dylan and Mumford and Sons,
The Avett Brothers joined the Samsung AT&T Summer Krush tour in Atlanta.

•Over 2,700 fans lined the streets of Atlanta as early as 10:00am to hear the highly anticipated
performance of folk rock band, The Avett Brothers.

•Over 1,100 consumers tweeted @SummerKrush and took pictures to appear on the moving
mosaic prior to the show for the chance to win a Samsung Infuse™ 4G or a branded guitar.

Market Recap

Atlanta: The Avett Brothers

Media Coverage
Atlanta Totals (to date):

• Total Ad Value: $ 19,040

Atlanta Coverage Highlights
• PollStar.com
• Creative Loafing Atlanta
• MyFoxAtlanta.com
• Atlanta.com
• Access Atlanta
• Denver At Home
• Cleveland At Home
• DC At Home
• Random Day Job

Market Recap

Oakland: OneRepublic

OneRepublic
The Fox Theater
Oakland, CA
Tuesday, September 13, 2011

•2,650 fans filled The Fox Theatre in Oakland to see OneRepublic perform their hit songs.

•Over 1,800 consumers tweeted @SummerKrush and took pictures to appear on the moving
mosaic prior to the show for the chance to win a Samsung Infuse™ 4G or a branded guitar.

•Radio Station, Star 101.3 was onsite energizing fans and giving away VIP tickets to a meet and
greet with the band.

Market Recap

Oakland: OneRepublic

Media Coverage
Oakland Totals (to date):


Oakland Coverage Highlights
• 1013.com
• DGuides.com
• FilmMagic.com
• MSNBC.MSN.com
• NBCBayArea.com
• OneSpot.WSJ.com
• SanJose.com
• SanFrancisco.com

Market Recap

Seattle: Pitbull

Pitbull
The Paramount Theater
Seattle, WA
Friday, September 16, 2011

•2,700 fans filled The Paramount Theater to see the final Samsung AT&T Summer Krush show
featuring live performance by the winning Opening Act band, JuBee and the Morning After and
renowned Latin recording artist, Pitbull.

•Pitbull played his billboard hit song “Rain Over Me,” which was filmed for Jimmy Kimmel Live.

•Thousands of consumers were able to interact with the Samsung Infuse™ 4G prior to the show
at interactive product booths for the chance to win branded prizes.

•Radio stations, KBKS and KUBE were onsite energizing fans while they waited to get their
tickets scanned.

Market Recap

Seattle: Pitbull

Media Coverage
Seattle Totals (to date):

• Total Ad Value: $ 483,493

Seattle Coverage Highlights

• AboutMusic.biz • Kiss FM Seattle online • Seattle Weekly Blogs
• ArtistDirect.com • Kube93.com • STGPresents.org
• AskMissa.com • LyricsEra.com • TheNewsList.com
• BeatCrave.com • MSNBC.MSN.com • TheNewsTribune.com Calendar
• Billboard.com • MusicBusinessHeretic.com • Events
• FatKidConfidential Wordpress • NBC Bay Area online • World News
• FMQB.com • RapMusic.com
• GetHeardMusic.com • Road Runner Features
• GrooveMag.com • Seattle Post-Intelligizer Online
• HelloCotton.com • Seattle Times NW Source Blog
• HitList.com
• InternetMusic.co News
Market Recap


Overview

• The Samsung and AT&T Summer Krush Tour was held in nine cities across the country reaching 31,224
consumers in attendance.

• Samsung, AT&T and Samsung Infuse™ 4G exclusively at AT&T logos were prominent throughout the tour
reaching consumers via interactive footprints, the Twitter and photo walls, premium items, and extensive
branding and signage within each venue.

• Additionally, an emcee was on stage motivating the fans about the upcoming show and also promoting the
Samsung Infuse™ 4G device by highlighting its key features.


In-Venue Activations

Branding
• Samsung and AT&T branding was featured inside and outside of the
venue through directional signage, light up towers, posters and
branded giveaway items. Samsung and AT&T were even prominent
at all of the bars with custom-made drinks being served at each of
the shows.

Interactive Areas
• At each stop there were 4 different interactive areas that allowed
consumers to interact with and test out the device. Consumers
played Angry Birds and Tap Tap Revenge with the hopes of winning
an assortment of prizes including a Samsung Infuse™ 4G.
Consumers eventgot to customize their Samsung AT&T Summer
Krush T-Shirts and take their photos from the Samsung Infuse™ 4G
device.

Pre-Show Hospitality and Meet & Greet
• At each concert, Samsung and AT&T guests were invited to a VIP
meet & greet where they could personally meet the artists that were
performing that evening.



Premium Items
• Concertgoers took home a variety of Samsung AT&T Summer
Krush branded premium items, which included T-Shirts, light-
up fans, water bottles, and glow cups. After playing each
game, their tickets were marked with different color Summer
Krush branded stamps indicating they type of prize they won.

Twitter Wall
• @SummerKrush live tweets and photos taken from the photo
booth were streamed onto a giant screen on the stage before
the show. The tweets and photos would move in a 3D motion
and transformed into a moving mosaic of Samsung, AT&T and
Summer Krush logos.

Emcee
• Before the artists came on stage, an emcee interacted with
concertgoers to get them excited for the performance and
showcase the device’s capabilities. T-Shirts, a Samsung AT&T
Summer Krush branded guitar and a Samsung Infuse™ 4G
were given away to those whose tweets would appear on the
screen.



Each venue included various interactive elements for consumers to experience
the Samsung Infuse™ 4G first hand. Over 31,000 excited fans took part in the
different activities while waiting for the show to start.

Interactive Elements included:

• Angry Birds
• Tap Tap Revenge
• T-Shirt Press
• Photo Booth
• Product Demo Station
• Photo and Twitter Wall



Angry Birds
• Concertgoers experienced the HDMI output capabilities of the
Samsung Infuse™ 4G by playing Angry Birds on the device that was
connected to large screens. A Samsung Infuse™ 4G was placed in a
life-size Angry Birds head for demo purposes as well.

Tap Tap Revenge
• By playing the popular mobile app Tap Tap Revenge, concertgoers
had a chance to test their musical skills. The Super AMOLED Plus
screen accentuated the bright colors of the game, which was
highlighted by Brand Ambassador at the activation.

T-Shirt Press
• After winning a Samsung AT&T Summer Krush T-Shirt from the
Premium Item Booth, concertgoers had the opportunity to have it
customized with their names or a favorite phrase. Brand
Ambassadors were on hand to help complete the consumers’
visions.



Photo Booth
• Concertgoers posed with their friends in front of a Samsung AT&T Summer Krush display wall and had their
pictures taken on the Samsung Infuse™ 4G. These photos were then relayed onto the photo mosaic screen on
stage before the show started for all to see.

Premium Item Redemption Booth
• After participating in the different games or getting their picture taken, concertgoers were able to take home a
variety of premium items at the Premium Item Redemption Booth. While waiting to redeem their prizes, guests
were able to test out the Samsung Infuse™ 4G.


Premium Items

After visiting the various activation booths, concertgoers were able to take home Samsung and AT&T
branded premium items or a Samsung Infuse™ 4G!

Collectively, 15,865 prizes were given away.

• 2,025 T-Shirts
• 1,395 Light Up Cups
• 6,003 Lip Balms
• 1,692 Glow Fans
• 1,494 Retractable Headphones Water Bottles Glow Fans Light Up Cups
• 1,593 Water Bottles
• 1,593 Tote Bags
• 70 Samsung Infuse™ 4G devices

Tote Bags Chapsticks Retractable
Headphones


Brand Ambassadors

Samsung AT&T Brand Ambassadors interacted with fans promoting the new Samsung Infuse™ 4G. They answered
questions, helped concertgoers play Angry Birds and Tap Tap Revenge on the device, took photos of guests on the
device, and also helped to screen print their favorite sayings on branded T-Shirts.


Live Photos and Tweets

The Live Photo and Tweet activation saw great success, as a high
volume of consumers consistently participated and enjoyed seeing the
images and words on the big screen.
2500

2000

1500

Tweets
1000 Photos

500

0


Emcee

Before the artists hit the stage, an emcee was present to get fans excited and primed for the show while also
promoting the device. The emcee would encourage fans to tweet @SummerKrush for their chance to win a
Samsung Infuse™ 4G or a one-of-a-kind Samsung and AT&T Summer Krush branded electric guitar.


Branding

Samsung and AT&T had a strong brand presence in all of the Samsung AT&T Summer Krush concert venues due to
vibrant signage, eager Brand Ambassadors, and fun, branded premium items.

Branded Cups Summer Krush Interactive Booths Menus Directional Signage
Tickets

Stage Towers Mesh Banners Summer Krush Samsung, AT&T, and Samsung Infuse™ 4G Gobos
Posters


Hospitality and Meet and Greet

Pre-Show Hospitality and Meet and Greet
• In each of the markets, Samsung and AT&T executives along with their friends and family were invited to the VIP Meet
and Greet event where they dined on delicious hors d’oeuvres and refreshments before the concert started.

• Guests were able to meet and take pictures with each of the artists that performed that evening. Artists included: Luke
Bryan, Coldplay, The Band Perry, Lenny Kravitz, Cee Lo Green, The Avett Brothers, OneRepublic, and Pitbull.


Consumer Feedback

Consumers were raving about the Samsung Infuse™ 4G throughout the tour!

“It’s so light and thin- I’ve never seen a phone like this “I love that you can connect the phone to your TV
before!” with the HDMI cord.”

“I love how big the screen is!” “I love to video chat so I am really glad that this
has a dual camera!”

“The SWYPE application is so cool! I love that the
phone has it!”

“The pictures the phone takes are amazing! They are so
clear!”

“This phone is so much faster than mine!”


TV Integration

Jimmy Kimmel Live!
• To introduce the Samsung AT&T Summer Krush concert series and lineup to a national audience, Samsung and
AT&T partnered with ABC’s Jimmy Kimmel Live! The JKL integration included broadcasts from four of the concert
stops along with live commercials at the beginning of episodes. The Samsung, AT&T, and Summer Krush logos
were prominently featured in each of the broadcasts.

• The total broadcast audience over 11 JKL airings was 15,511,776 viewers.**

• Average ratings per show: HH 1.02

**Pending ratings for 10/3 Live Commercial and 10/25 Opening Act Performance TV Integration

TV Integration

Jimmy Kimmel Live!
• JKL showcased the performances of Luke Bryan in Nashville (August 9,
2011), The Band Perry in Dallas (August 17, 2011) and Pitbull in Seattle
(September 21, 2011) as the musical guests for their respective nights.
Repeat performances included Luke Bryan (August 19, 2011) and The
Band Perry (September 2, 2011).

• JKL aired footage from Coldplay’s Summer Krush performance at UCLA’s
LA Tennis Center, which included Summer Krush, Samsung and AT&T logo
exposure and verbal callouts by Jimmy Kimmel. The Coldplay
performance repeated on August 12, 2011.

• Three :60 live commercials were produced for Samsung and AT&T
showcasing the Samsung Infuse™ 4G. Highlighting the device’s key
features, the live commercials ran at the top of each show. The
commercials aired on July 21, 2011, August 10, 2011,
and September 12, 2011.

TV Integration

TV Integration

Jimmy Kimmel Live! YouTube Channel
• Each of the musical performances were featured on the Jimmy Kimmel Live! YouTube channel post-airing.

• YouTube videos for Coldplay, The Band Perry, Luke Bryan and Pitbull on Jimmy Kimmel Live’s YouTube channel
has accounted for 444,776 impressions to date.

TV Integration

TV Integration

Performances Live Commercials
Performance Date HH Viewers Commercial Date HH Viewers
(V2+) (V2+)
Coldplay 8/3/11 1,450,000 Live Commercial #1 7/21/11 1,485,000

Luke Bryan 8/9/11 1,279,000 Live Commercial #2 8/10/11 1,596,000

Coldplay (Repeat) 8/12/11 1,361,000 Live Commercial #3 9/12/11 1,350,000

The Band Perry 8/17/11 1,625,000 Live Commercial #3 (Repeat) 10/3/11 TBD

Luke Bryan (Repeat) 8/19/11 1,738,000

The Band Perry (Repeat) 9/2/11 1,363 ,000

Pitbull 9/21/11 1,820,000

JuBee and the Morning After 10/25/11 Airs 10/25

Jimmy Kimmel Live YouTube Channel
JKL YouTube Impressions

JKL YouTube Channel Videos 444,776
TV Integration

TV Integration

TV Integration

Opening Act

Opening Act Contest
• The Samsung AT&T Opening Act contest took the Samsung AT&T Summer Krush to a truly national level by
connecting with aspiring musicians and their fans across the country.
• Serving as an open casting call, unsigned bands were asked to submit their original performance videos to the
custom Samsung AT&T Opening Act microsite.
• In order to utilize each band’s social graph, a point system was devised as part of the judging criteria, and
included video views, video “likes,” and Twitter retweets.
• The Samsung AT&T Opening Act contest was heavily promoted via grassroots marketing efforts along with a
targeted Facebook ad campaign.
• Over eight weeks of competition, 2,084 bands entered and participated in the Samsung AT&T Opening Act
contest.
• From thousands ultimately became one, as JuBee and the Morning After from Macon, GA won the grand prize
and opened for Pitbull at the Samsung AT&T Summer Krush Grand Finale in Seattle.
• Samsung AT&T Opening Act Statistics:
– 17,340,888 Total Impressions
– 2,084 Competing Bands
– 217,818 Microsite Page Views
– 52.197 Video Views
– 9,852 Facebook Shares
– 7,389,000 Facebook Share Impressions
– 8,523,415 Facebook Ad Impressions
– 17,071 video “likes”
– 2,055 Retweets
– 1,181,625 Twitter Impressions

Opening Act

Opening Act

Opening Act Contest
• Samsung AT&T Opening Act Statistics:
– 17,340,888 Total Impressions

– 2,084 Competing Bands

– 217,818 Microsite Page Views

– 52.197 Video Views

– 9,852 Facebook Shares

– 7,389,000 Facebook Share Impressions

– 8,523,415 Facebook Ad Impressions

– 17,071 video “likes”

– 2,055 Retweets

– 1,181,625 Twitter Impressions

Opening Act

Opening Act

Opening Act

Promoters

• Local and national promoters helped augment the promotion and drive conversation in the tour markets.
• A dedicated event page was created on 1iota.com that directed fans to the Summer Krush
ticketing website for ticket redemption.
• With over 700,000 members nationwide and a large volume of web traffic, 1iota was able to
successfully help drive ticket registrations.
• 1iota promotional elements accounted for 7,115,500 impressions over the course of the tour.

Promotion

Promoters

1iota

Nashville Dallas Chicago Orlando Atlanta Oakland Seattle

Calendar
5 8 5 4 11 7 6
Listings

Blog Posts 3 4 2 4 2 2 1

Email
2,277 21,675 8,269 14,632 10,432 18,300 4,390
Blasts

Social Media

Samsung and AT&T’s social media efforts provided a stream of constant
communication between the brands, artists, and the fans. Additionally,
during each concert, fans were encouraged to send live tweets
@SummerKrush which would stream on screen for the whole venue to
see.

• Facebook page views: 1,839 likes (As of September 29, 2011)
• Twitter Followers: 1,262 followers (As of September 29, 2011) Trending Topic

• Total Number of @SummerKrush Tweets: 4,850
• Total Number of Live Tweets: 6852
• Seven Twitter Trending Topics

Social media elements included:
• Daily status updates, photos and more on the Facebook wall
• Talent Tweets and Facebook posts
• Live Twitter and Photo Mosaic wall at each concert

Social Media

Samsung and AT&T garnered 7 local Twitter trending topics for Summer Krush.

Social Media

Each of the artists took to their Twitter and Facebook pages posting and tweeting to their fans and inviting them to
attend the Samsung AT&T Summer Krush Concert. The artists collectively posted 33 times to promote the tour
reaching a total of 32,064,654 fans amounting to 48,880,596 impressions!

Luke Bryan The Band Perry Coldplay
•Twitter Followers: 142,270 •Twitter Followers: 69,895 •Twitter Followers:4,123,356
•Facebook Fans: 1,909,412 •Facebook Fans: 820,164 •Facebook Fans: 14,483,300
•Status: 2 Facebook Posts and 4 Tweets •Status: 1 Tweet and 2 Facebook posts •Status: 1 Facebook post and 1 Tweet
•TOTAL IMPRESSIONS : 4,387,904 •TOTAL IMPRESSIONS: 1,710,223 •TOTAL IMPRESSIONS : 18,606,656

Social Media

Chevelle Lenny Kravitz
•Facebook Fans: 780,046 •Twitter Followers: 2,460,327
•Status: 3 Facebook Posts •Facebook Fans: 2,841,551
•TOTAL IMPRESSIONS: 1,440,138 •Status: 3 Facebook posts and 2 Tweets
•TOTAL IMPRESSIONS: 13,064,083

Bush Cee Lo Green
•Twitter Followers: 2,627 •Facebook Fans: 900,779
•Status: 2 Tweets •Status: 1 Facebook Post
•TOTAL IMPRESSIONS: 5,254 •TOTAL IMPRESSIONS: 900,779

Social Media

Avett Brothers OneRepublic Pitbull
•Twitter Followers: 55,072 •Twitter Followers: 184.545 •Twitter Followers: 1,120,633
•Facebook Fans: 371,467 •Facebook Fans: 2,092,488 •@Planet Pit Followers: 6,722
•Status: 3 Facebook Posts and 1 Tweet •Status: 3 Facebook posts and 1 Tweet •Status: 1 Tweet from Pitbull and 2
•TOTAL IMPRESSIONS: 1,169,473 •TOTAL IMPRESSIONS: 6,462,009 from PlanetPit
•TOTAL IMPRESSIONS: 1,134,007

Radio Overview

In each market, top radio stations promoted the Samsung AT&T Summer Krush series resulting a total of
5,429 spots garnering $73,267,900 on-air and online impressions and $2,538,150 in promotional value.
Radio Stations

TOTAL TOTAL TOTAL
MARKET RADIO STATIONS TOTAL SPOTS
ON-AIR IMPRESSIONS ONLINE IMPRESSIONS PROMOTIONAL VALUE

103 WKDF
Nashville 444 1,577,500 1,294,000 $224,650
98.6 WSIX
106.7 KROQ
Los Angeles 98.7 KYSR 367 7,106,000 4,120,000 $508,500
89.9 KCRW
96.3 KSCS
Dallas 350 3,996,000 2,940,000 $310,000
99.5 KPLX
93 WKRT
Chicago 392 4,396,000 3,095,000 $266,000
95 WIIL
362 4,500,000
102.7 FRESH
New York 2,400 17,709,000 2,973,900 $346,000
95.5 WPLJ
*Fly Away Promo *Fly Away Promotion

Orlando 105.7 WXXL 330 2,007,600 1,400,000 $145,000

Atlanta 92.9 DAVE FM 230 3,240,000 1,002,500 $181,000

Oakland 101.3 STAR 245 4,210,000 2,300,000 $291,000

93 KUBE
Seattle 309 3,580,400 1,820,000 $266,000
106.1 KBKS
Promotion

Nashville Radio

Radio Impressions
103 WKDF
• On-Air and Online Spots: 244
• On-Air and Online spots included promotional spots, live
DJ chatter and call-ins from on-site radio remote
• On-Air Consumer Impressions: 867,500
• Online Impressions: 644,000
• Online impressions included web banners, hyperlinks,
email blast and custom event listing page
• Total Promotional Value: $115,750

98.6 WSIX
• On-Air and Online spots included promotional spots and
live DJ chatter.
• Online impressions included web banners, hyperlinks,
email blast and event listing page

OVERALL TOTAL:
 444 spots
 1,577,500 on-air impressions
 1,294,000 online impressions
 $224,650 in promotional value Promotion

Los Angeles Radio

OVERALL TOTAL:
Radio Impressions  367 spots
106.7 KROQ  7,106,000 on-air impressions
• On-Air and Online Spots: 109  4,120,000 online impressions
• On-Air and Online streaming spots included  $508,500 in promotional value
promotional spots and live DJ chatter.
• On-Air Consumer Impressions: 2,600,000
• Online Impressions: 1,975,000
• Online impressions includes web banners and
contest page.

98.7 KYSR
• On-Air and Streaming Spots: 178
• On-Air and Streaming spots included promotional
spots and live DJ chatter.
• Online impressions included web banners,
hyperlinks and email blast.

89.9 KCRW
• On-Air and Live Mentions: 80
• On-Air and live mentions included promotional
spots and live DJ chatter.
• Online impressions included web banners.
Promotion

Dallas Radio

Radio Impressions
96.3 KSCS
• On-Air and Online spots included promotional spots
and live DJ chatter/ticket giveaways.
• Online impressions included web banners, text blast,
hyperlinks, email blast and social media.

99.5 The Wolf (KPLX)
and live DJ chatter.

OVERALL TOTAL:
 350 spots
 2,940,000online impressions
 $310,000 in promotional value
Market Recap

Chicago Radio

Radio Impressions
93XRT (WXRT)

95 WIIL ROCK
and live DJ chatter.

OVERALL TOTAL:
 392 spots
Promotion

New York Radio

Radio Impressions
102.7 FRESH
• On-Air and Online spots included promotional spots and live DJ
chatter/ticket giveaways.
• Online impressions included web banners, text blast, hyperlinks
and social media.

95.5 WPLJ
• On-Air Spots, Live mentions and streaming commercials
included promotional spots and live DJ chatter.
• Online impressions included web banners, hyperlinks and social
media.

OVERALL TOTAL:
 362 spots
Promotion

Orlando Radio

Radio Impressions
XL 106.7 FM (WXXL)


OVERALL TOTAL:
 330 spots

Promotion

Atlanta Radio

Radio Impressions
92.9 DAVE FM

OVERALL TOTAL:
 230 spots

Promotion

Oakland Radio

Radio Impressions
Star 101.3


OVERALL TOTAL:
 245 spots

Promotion

Seattle Radio

Radio Impressions
93 KUBE
• On-Air and live DJ chatter/mentions.
• Online impressions included web banners, text
blast, hyperlinks and social media.

106.1 KISS FM (KBKS)
• On-Air and live DJ chatter/mentions.
• Online impressions included web banners, text
blast, hyperlinks and social media.

OVERALL TOTAL:
• 309 spots
• 3,580,400 on-air impressions
• 1,820,000online impressions
• $266,000 in promotional value
Promotion

Lenny Kravitz Radio Flyaway

Radio Flyaway Promotion
• To further promote Lenny Kravitz’s Samsung AT&T Summer Krush performance in New York and his record
release, Roadrunner Records launched a sixteen market radio promotion.
• Radio spots tagging Samsung, AT&T, and Summer Krush were launched in 16 markets along with support on
radio websites.
• 42 winners were flown to New York City for the Samsung AT&T Summer Krush performance.
• 2,400 radio spots were run on the sixteen radio stations over the one-month flight.
• 17,709,000 Impressions were garnered on behalf of this promotion.

• Participating stations included:
– KBIG - Los Angeles
– WOMX - Orlando
– KZZU - Spokane
– KIMN - Denver
– WINK - Ft. Myers
– WZPL - Indianapolis
– WBMX - Boston
– KBEE - Salt Lake City
– WPTE - Norfolk
WTSS - Buffalo
– KPTL - Des Moines
– KKPL – Ft. Collins
– WAHR - Hunstville
– KYKY - St. Louis
– KDMX - Dallas
– KPRI – San Diego

Promotion

Online Promotion

www.SamsungSummerKrush2011.com

Promotion

Key Learnings

• Ticket scanning allowed for seamless and quickened entry to the venues, helping to alleviate fan angst and
increase time interacting with the device.

• Each band’s social media participation greatly helped to promote the concerts and drive ticket registration.

• The Jimmy Kimmel Live! live commercials featuring Jimmy but no other characters better promoted the device
than in recent years, but was still humorous.

• Returning to previous venues greatly streamlined all elements of the performances for those cities.

• It was beneficial to have interactive elements that included games that were currently available on the phone
versus creative custom games

• As crowds grew the Registered and Priority Access lines often became confusing. A new system for future tours
may be beneficial.

• The mosaic was successful because it encouraged guests to tweet @summerkrush for prizes like the device and
guitar.

Media Overview

Through a multi-faceted media outreach effort, the program was able to garner widespread national, local and
online media coverage for the Samsung and AT&T Summer Krush concert tour and in doing so, created consumer
awareness, buzz and excitement surrounding the Samsung and AT&T brands. By utilizing own able, multi-market
events to maintain Samsung and AT&T mindshare among the target demographic, the campaign successfully
developed an online following, maintaining continuous buzz. In the end, the Samsung and AT&T Summer Krush was
established as the ultimate concert event, building a cache of cool for both Samsung and AT&T.

Total Impressions
As of October 10, 2011, the overall total media impressions from the Samsung and AT&T Summer Krush concert
tour garnered a total of 1,102,924,847 media impressions.

Media Impression Breakdown:
– Samsung and AT&T Summer Krush Announcement release: 62,039,990
– Samsung and AT&T Summer Krush Coldplay release: 53,773,488
– Samsung and AT&T Summer Krush concert tour : 987,111,369

Media Value
• The total media value of Samsung AT&T Summer Krush is $32,489,973.
Prior to the launch of the 2011 Summer Krush program we used a resource called PR Trak to determine the media value of programs, a measurement service provided through the company
VMS. This company would take individual outlets and pull information from both main pages on websites and subpages on websites, as well as print clips to determine a media value. Overall,
this media value equated to multiplying the unique visitors per month by an average of 0.08 (i.e. impressions * 0.08).

This summer VMS filed for bankruptcy and therefore shut down PR Trak. VMS provided us with a calculation to replace the loss of PR Trak which was, to multiply the unique visitors per month
(the impressions number) by .008 for sites that had a piece posted on the main page (for example Yahoo.com), and .08 for sites that had a piece posted on a subpage of a site. This is an
industry standard instated through VMS, and has now become an accepted practice in the industry to use it as a multiplier to calculate the ad value of clips by landing page. Media

Media Results

Total Impressions
• The Samsung and AT&T Summer Krush concert tour garnered a grand total of 1,114,921,271 media
impressions.

Total Media Value
• The total media value of the Samsung and AT&T Summer Krush concert tour is $8,919,370.

Media Coverage
• Highlighted outlets where the Samsung and AT&T Summer Krush concert tour were featured include:
• NBC Bay Area • Chicago Tribune • Daily Motion
• USA Today • Seattle Weekly blog • The Tennessean
• USA Today San Francisco • The Seattle Times • Orlando Sentinel online
• Billboard (print and online) • Just Jared • Soundcheck
• AOL Music • Perez Hilton • DFW.com (Dallas-Fort Worth)
• OK! Magazine online • Hollywood Life • Country Music Is Love blog
• CNN Entertainment • The Wrap
• Huffington Post Los Angeles • Radar Online
• MTV.com • Examiner.com
• VH1 Blog • The Boot
• Reuters • Country Weekly
• Access Hollywood online • The YBF
• Entertainment Weekly online • Creative Loafing Atlanta
• Yahoo! News • Socially Superlative
Media

Media Results

Media

Media Highlights

Media

Media Highlights

Media – Los Angeles

Media Highlights

Media – Nashville

Media Highlights

Media – Dallas

Media Highlights

Media – Chicago

Media Highlights

Media – New York

Media Highlights

Media – Orlando

Media Highlights

Media – Atlanta

Media Highlights

Media – San Francisco

Media Highlights

Media – Seattle

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