Developed creative and campaign concepts and strategies spanning multiple channels to support the launch of the Samsung Droid Charge at Verizon Wireless

1. © 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

2. © 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.

3. © Samsung Electronics. All Rights Reserved. Confidential and Proprietary.© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.
Guerilla Events

4. © Samsung Electronics. All Rights Reserved. Confidential and Proprietary.
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

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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

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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

7. © Samsung Electronics. All Rights Reserved. Confidential and Proprietary.
Speed School Experience Trailer

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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.

9. 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

10. © Samsung Electronics. All Rights Reserved. Confidential and Proprietary.© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.
Large-Scale
Event Sponsorship

11. © Samsung Electronics. All Rights Reserved. Confidential and Proprietary.
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

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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

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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

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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

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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

16. © Samsung Electronics. All Rights Reserved. Confidential and Proprietary.© Samsung Electronics. All Rights Reserved. Confidential and Proprietary.
Broad Awareness

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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