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We help Samsung get more out of their partnerships

12/05/2013


We are very happy to be helping Samsung get more from their sports and entertainment partnerships throughout the summer. We are currently activating three properties including the World Rowing Championship, a series of open air cinema events and an innovative campaign with Chelsea FC.

The nationwide  ‘Samsung Free Kicks’ Tour leverages the club partnership to promote their white goods division by giving kids the opportunity to train with coaches from the premiership club and experience how their heroes train at the highest level.

The campaign gives children a 60 minute free football coaching session. Whilst it takes place, parents are introduced to the Samsung Home Appliances range at the experiential zone designed and produced by Ear to the Ground. The activation travels the country for 32 weeks with 16,000 bespoke experiences designed for boys and girls between 6 and 13 and their families.

Awareness for the tour has been driven by an extensive social media push that also incorporated a viral featuring Chelsea superstars Juan Mata, Fernando Torres and David Luiz. The campaign and zone represents Samsung’s key product values and encapsulates the new direction of their white goods offering.

Steve Smith, MD at Ear to the Ground said: “The way that Samsung has used the Chelsea partnership to connect with young football fans in order to engage their parents is inspired. We know that brands can always do more to get the most out of their sponsorship assets and this is an amazing example of getting more value from a traditional football partnership. ”

The three current campaigns follow the incredibly successful ‘Big Cheer’ activation which saw the Korean brand generate huge levels of consumer engagement as a presenting partner of the 2012 Olympic Torch Relay activation.

For more information on the Samsung Free Kicks tour, please go to: www.facebook.com/samsungfootball

CLICK HERE to watch the official Samsung Free Kicks promo video.