Samsung Puts Fans at the Center of Its NFL "How I See It" HDTV Campaign

Business Wire, August 27, 2008

Holistic Marketing Campaign Gives One Fan the Opportunity to Have Their Story Turned into a Commercial to Air during the Super Bowl XLIII Pregame Show and More

RIDGEFIELD PARK, N.J. -- Samsung Electronics America Inc., the market leader in HDTVs and the Official HDTV of the NFL, has turned the screen around and created an integrated marketing campaign that's all about the fans of America's favorite sport - allowing them to share their vision of and passion for the game. This year's campaign, entitled "That's How I See It," consists of many elements that connect with fans across multiple touch points. Highlights include: a commercial to air during the Super Bowl XLIII pregame show featuring one lucky fan's story; four unique broadcast spots showing how fans experience the NFL while watching the game on their Samsung HDTV; and a Web site with numerous interactive features, including the ability to have a celebrity including Alice Cooper call your spouse or friend supporting your new HDTV purchase.

"We are excited to take our NFL sponsorship to a new level by designing a marketing campaign that brings to light the passion and excitement of the NFL fan," said Tim Baxter, executive vice president of sales and marketing at Samsung Electronics America. "Sometimes the best views of the game take place in front of the television and Samsung HDTVs enhance that experience. We invite fans to share their individual stories of how they see the game either by entering the "Super Ad: That's How I See It" contest or by going online to the Samsung microsite, and energize even more excitement for the sport."

Super Fans for a Super Ad

Samsung is putting the campaign in the hands of the NFL fan and is allowing them to share their stories of how they see the game. The best story will inspire a commercial to air during the Super Bowl XLIII pregame show. Fans will have the opportunity to have their stories recorded by NFL Films inside the NFL "Super Ad: That's How I See It" mobile studio, expressing their passion for the NFL by explaining anything from their pregame rituals to defining moments in football history. In conjunction with the NFL Opening Kickoff 2008 celebration, the "Super Ad: That's How I See It" mobile studio will debut on Thursday, Sept. 4, in New York City's Columbus Circle and make subsequent stops around the country during the season at stadiums and retail locations.

From Nov. 20, 2008 to Jan. 4, 2009, a group of selected videos detailing fan stories will be posted on NFL.com's dedicated Super Ad site. Visitors can vote for their favorite stories at the "Super Ad: That's How I See It" site, presented by Samsung. One of those posted fan videos will be turned into a commercial and will air during the pregame show prior to Super Bowl XLIII on NBC on Feb. 1, 2009. Fans can find more information, including the schedule of "Super Ad: That's How I See It" mobile studio stops, at www.nfl.com/superad.> Advertising

Samsung also unveiled an advertising campaign that will tell engaging personal accounts of a fan's unique relationship with the NFL. Many people experience the NFL through their TV, and these ads talk about how the picture quality, design and new features of Samsung Touch of Color[TM] HDTVs enhance that experience. Using personal stories to harness fan passion, Samsung wants to make this year's advertisements more than just a 30-second spot or print ad. Working with global agency partner Leo Burnett, Samsung has created four unique "That's How I See It" personal stories and will bring them to life through characters and story lines such as:

* Ted 74 - an 11-time Fantasy Football champion who watches three Samsung TVs at once to gain key information and insights that keeps him on top

* Yeller - the story of identical twins, one who yells at his TV and the other who finds ways to cope with his brother, both experiencing exceptional motion picture clarity

* Manhood by the Horns - the relationship between a father and son and the rite of passage of passing the remote to watch their beloved team together for the first time

* Beautiful Addition - a woman realizing the meaning of true perfection through the addition of a design-friendly Touch of Color[TM] TV

The television ad series began on Aug. 25, and will air throughout the NFL season.

Consumers On Line With the NFL

Samsung is bringing the "That's How I See It" campaign off-the-field and on the Web where fans will have numerous ways to engage their passion for the game while simultaneously learning how their viewing experience is enhanced with Samsung Touch of Color[TM] HDTVs. The site will include even more fan story content, interactive features and purchasing advice from celebrities and athletes.

The microsite (www.samsung.com/howiseeit), which launched on Aug. 25, is showcasing extended versions of the "That's How I See It" advertisements. Starting around the end of September, consumers can create their own clips and share them on the microsite.

Furthermore, fans will see what matters in an HDTV to celebrities like Regis Philbin, Alice Cooper, and a number of football stars. If a fan has trouble convincing their spouse or friend to go along with the purchase, they can arrange for them to receive a pre-recorded phone call, customized with their personal information promoting the virtues of a Samsung HDTV from one of these celebrities. This feature will be available in mid-September.