Capturing the Big Ten Conference with Samsung Galaxy

People playing basketball

Opportunity

US sports fandom knows no bounds – especially when it comes to their college alma mater. Knowing how fanatics love to dissect and see every angle of the action, Samsung Galaxy provided a never-done-before viewing experience for one of the biggest sporting events of the year men’s and women’s college basketball tournaments. tms had the opportunity to bring to life this first-of-its-kind partnership between Samsung Galaxy and the TIAA Big Ten Men’s and Women’s Basketball Tournaments, making the Samsung Galaxy S24 Ultra the official smartphone of the conference. 

Basketball arena with jumbotron

Approach

To showcase Samsung Galaxy’s newest S24 Ultra as the most powerful device in the history of the S Series, tms negotiated and managed a partnership with the Big Ten Conference, overseeing day-to-day business to ensure its success. Known for its industry-leading camera and AI capabilities, the S24 Ultra is the first device to capture and stream in-game content from behind the basket. The Big Ten Conference, an association of fourteen esteemed Division I universities within the NCAA, streams over 2,200 live events across Fox Sport’s Big Ten Network (BTN), making this partnership a perfect opportunity to spotlight the S24 Ultra’s capabilities to a wide-reaching audience. 

Multiply S24s capturing the basketball game

In utilizing Samsung’s advanced technology, we are excited to enhance our game broadcasts with action shots from the Samsung Galaxy S24 Ultra and add an element of creativity to the TIAA Big Ten Men’s and Women’s Basketball Tournaments.

François McGillicuddy
BTN President

Outcome

Throughout the TIAA Big Ten Men’s and Women’s Basketball Tournaments, the S24 Ultra captured historic moments and upsets, from the tip to the final buzzer. With its unparalleled camera position, fans were able to see all the basket action with the “Ultra Replay Report” streamed on the BTN’s broadcast channel and livestream. Fans could even take part in the experience at the Target Center arena in Minneapolis, Minnesota to try out some of the newest Galaxy AI features on the S24 Ultra, including its ProVisual Engine and 100x enhanced digital zoom. Samsung also let fans get in on the action by releasing a series of digital branded social content across its platforms. 

Man dunking a basketball

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Getting customers bubbling with excitement

Image of a McDonald's paper Winning Sips bag and soda cup

Opportunity

With the backdrop of the cost-of-living crisis, tms and McDonald’s wanted to bring customers some much-needed cheer. Enter ‘Winning Sips’. We set out to create a campaign that would create feel-good moments for customers, engaging them through attention-grabbing promotions and exciting visuals to showcase McDonald’s generosity and invoke a sense of joy. 

Logo with the text

Approach

tms developed the strategy for ‘Winning Sips’ based on McDonald’s value framework that centres on showing generosity to customers. Working cross-functionally to bring together technology, marketing, and sourcing, we brought to life the creative conception, in-app experience, packaging, and merchandise. At the heart of the campaign, the ‘virtual sips’ mechanic combines the drama of a thirst-quenching first sipwith the chance to win millions of feel-good prizes. 

3 phones with Winning Sips screens displayed

Outcome

The uplifting visual identity tapped into a feeling of joy that can be seen across packaging, in-store communications, and in the McDonald’s app. tms built a robust in-app experience which served as a portal to millions of prizes, from instant win food prizes to exclusive Coca-Cola branded merchandise, and up to £10,000 cash. All this was up for grabs following a medium or large soft drink purchase.

Image of McDonald's prizes like Coca-Cola glasses, a bucket hat, and towel

McDonald’s wanted to provide customers with some light hearted fun, and reward them with something extra when they visit us, and what better way of doing that than ‘Winning Sips’.  We look forward to launching four weeks of sipping, slurping and a chance to win.

John McClure
Brand Manager at McDonald’s

Results

3.37+ Million
Prizes claimed
8.2+ Million
Codes played
63% Customers
Say it makes it more fun to go to McDonald’s

Driving sales through brand heritage

A man in Juventus uniform posing for the camera

Opportunity 

tms set out to create a FW 23/24 kit launch campaign for the adidas-sponsored Juventus Football club Long hailed the “Bianconeri” for the club’s black and white striped uniforms, we saw an opportunity to bring this strong visual motif to life with a film and campaign photography that honored and celebrated the club’s rich Italian heritage and loyal fanbase dubbed the “heard”.

Capitalizing on the untapped potential of club kits as cultural and streetwear icons, we collaborated with adidas to make this vision come to life.

Image of people opening doors dressed up in uniform

Approach 

tms used renowned Italian imagery as a creative starting point, merging references such as Paolo Sorrentino’s surrealist film, The Great Beauty, with Juventus’ core values and design hallmarks. The iconic Bianconeri stripes are a thread that runs throughout the video and photography, establishing a clear, captivating, and unique visual identity for the brand, setting it apart from competitors. This elevated presentation of the FW 23/24 kit was an expression of the club’s individuality to inspire positive sentiment, create hype, galvanize fans, and ultimately boost adidas sales.  

A man in the Juventus black and white striped football outfit

Outcome 

Leading the creative direction and production, tms provided Bianconceri fans with an immersive tour of Villa Perosa, just a 25-minute drive from the football club’s training grounds in Italy. Directed by Theodore Guelat and photographed by Dali Geralli, the campaign cast Juventus players, legends, and fans in unexpecting roles, featuring stars like Alessandro Del Piero, Danilo, Lisa Boattin, Kenan Yildiz, Dean Huijsen.

While the campaign is inspired by classic Italian surrealism, we balanced this with modern techniques such as 3D scanning techniques and aerial views of the estate. The zebra print is featured throughout, from the top hats, interiors, and jerseys to an actual horse dressed as a zebra. The end scene pans out to a portrait of the Juventus “family” featured in the film, symbolizing the power of the Juventus fandom and demonstrating that success is built off years of teamwork between the club and its fans.  

Portrait of all the Juventus cast members with members in the front row in striped jerseys and the text

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Double Peel Monopoly logo with gameboard

Opportunity

Guided by that insight that 80% of UK customers engage with brands through their mobile phones, there was an opportunity to evolve MONOPOLY® for a new generation of fans that highly value digital experiences.

Woman holding a phone while playing the Double Peel MONOPOLY game

Approach

Customers have always loved the on-pack peel, however this year, instead of peeling to reveal a potential loss, Double Peel extended the game in the McDonald’s app – transforming customers’ phones into a MONOPOLY®  gameboard. It was essential and that we created a collection mechanic that felt fun not clinical with an exciting moment of theatre for the peel reveal. Every transition between taps, sound and animation was carefully considered to delight customers throughout the gaming experience. Furthermore, we wanted the app to be as inclusive as possible and created a game that was easy to use from an accessibility standpoint.

Two women looking at the McDonald's Double Peel Monopoly game on their phone

Outcome

We designed a platform that transforms customers’ phones into a MONOPOLY® game board, allowing them to collect their properties digitally. The prize mechanic is powered by our proprietary iWin technology and integrates with McDonald’s technology stack to ensure prizes won are easily redeemable and customers can seamlessly access their data. Through the new gaming platform, we ensured ‘double peel’ was the most successful MONOPOLY®  to date, with thousands more users drawn in by the exciting digital element of the program. ​

By extending our popular MONOPOLY promotion at McDonald’s into a more immersive app experience, we’ve not only given customers additional ways to play, we’ve also built a wider, longer-term engagement in the game over the 6-week period – along with more ways to win. Doubling the fun for everyone.

Emma O’Neill
Senior Brand Manager at McDonald’s

Results

4.2 million
Unique players playing 77 million times!
+39% YOY
Unique Players
+191% YOY
Valid codes entered
99%
Digital peel rate

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Doubling the appeal of the UK’s biggest prize promotion

McDonald's Double Peel Monopoly logo featuring Mr. Monopoly on a game board

The Opportunity

The physical peel, central to McDonald’s MONOPOLY game play, has always been well-loved, but its joy is short-lived. Our opportunity was to build a wider-reaching, longer-term, more immersive brand and digital experience so that consumers could continue playing and winning beyond the physical peel.​

Double Peel Monopoly logo in the middle of a Monopoly game board

Our Approach

Customers have always loved the on-pack peel, however this year, instead of peeling to reveal a potential loss, Double Peel extended the game in the McDonald’s app – transforming customers’ phones into a MONOPOLY® gameboard. Players still had the opportunity to peel the label on their promotional food item for a potential Instant Win, but now they could also scan a property code to complete sets in the McDonald’s app. Each property banked in the MONOPOLY®  Wallet gave players another chance to win an array of prizes via the Digital Peel in the app. tms brokered contracts between McDonald’s and over 20 prize partners, including BMW, Paramount+, TUI, JD Sports, See Tickets, Photobox, Wrappz, Zavvi, Go Ape, GLOSSYBOX, SkullCandy and AO.com. Customers had the chance to win everything from a new Mini Cooper, to shopping vouchers and personalized accessories.

Three phones featuring the Double Peel Monopoly game in the McDonald's app

The Outcome

After 16 years, we created a next-generation McDonald’s MONOPOLY® game, inspiring customers to double down on what they love and created a campaign that magnified the double feel-good feeling of the peel in a fun and engaging way. By extending the promotion into a more immersive app experience, we not only gave customers additional ways to play and win but also fostered high engagement making this year’s MONOPOLY® the biggest and best to date.​​

McDonald's Double Peel Monopoly packaging, featuring Big Tasty clamshell, two cold drink cups, Twix and Maltese McFlurries, and Chicken Legend box

Results

4.2 million
Unique players playing 77 million times!
+39% YOY
Unique Players
+191% YOY
Valid codes entered
99%
Digital peel rate

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Emma O’Neill
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Opportunity

In a world of sub-par customer rewards programs, T‑Mobile wanted something that set their services apart and provided real value for their customers by showing true appreciation.​

woman smiling on her phone

Approach

Our data showed customers were sick of convoluted, tiered programs with valueless points. tms set out to drive value just for being a customer — skipping complex points systems. We shook up the idea of loyalty by keeping it simple and rewarding. We aimed to earn customers’ loyalty by proving T‑Mobile was already loyal to them.​

smiling people

Outcome

We created the wireless industry’s first customer appreciation platform —T‑Mobile Tuesdays. Reinventing the loyalty paradigm in a way only T‑Mobile can, we thank customers every week with access to exclusive deals, content, and chances to win awesome experiences from brands they love. We are proud to have a longstanding relationship with T‑Mobile, continue to evolve the T‑Mobile Tuesdays platform, and connect T-Mobile with new, relevant brand partners to meet the ever-changing customer demands.​

smiling people

Results

50+ Million
registrations
300 Million
partner claims
$1.5 Billion
customer value delivered

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Revitalizing an iconic loyalty program

Go Green billboard

Opportunity

O2 Priority is a long-standing loyalty program with strong brand fame; however, it needed to re-engage audiences in order to drive increased app downloads and engagement among its customers.

purple tiles with motivational messages

Approach

Driving hype and cultural relevancy around O2, Priority’s offers were lacking. Our approach was to rethink the calendar of offers with a focus on experience punctuated by tentpole moments — perfect opportunities for Priority to permeate culture and drive awareness of the exclusive rewards available to O2 customers.

.

Guy taking a picture of tile wall

Outcome

We launched Go — O2’s first experience-led loyalty campaign. The aim was to use Priority to inspire people to get off their sofas, get active, and explore the world around them, translating O2’s brand ethos to help customers feel more alive. During the 4-week campaign we negotiated partnerships with fame-driving brands to deliver COVID-safe, invite-only moments for Priority Customers, centered around four headline activations. To drive engagement throughout the campaign, we also created a comedic content series for the Priority app with a weekly drop aligned to each headline activity. Each episode saw roving presenter, Aurie Styla, try something he’d never done before. In week one, Go Explore, we live-streamed a talk with a National Geographic photographer and filmmaker. Week two’s Go Dine gave lucky customers the chance to win an exclusive Guinness-themed BBQ experience and overnight stay. To drive talk-ability beyond the Priority app, week three’s Go Green featured a living billboard in Shoreditch, accompanied by hundreds of posters made from wildflower seed paper which people could rip off, take home, and plant for themselves. For the final week, Go Spontaneous, we spearheaded a partnership with sober ravers Morning Gloryville, who offered Priority users a live-streamed virtual music festival featuring DJ Joe Goddard. Our Go Green billboard was widely covered across the Marketing Trade press and was named Campaign’s Ad of the Day, while our “Living Wall” tutorial became Priority’s best performing video ever.

Results

5 Thousand
new customers
1.86 Million
content views
989 Thousand
app engagements
Paper tiles

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Hosting a next-level gaming tournament

Opportunity

In recent years, gaming has quietly become one of the UK’s favorite pastimes. As the nation’s number one network, O2 had a natural opportunity to engage in gaming, facilitating great moments for its Priority customers at a time when they needed it most.

floor that says
group of gamers striking a pose

Approach

tms wanted to be as inclusive as possible and attract customers of all gaming capabilities. We created an experience that appealed to both avid and casual gamers, while simultaneously creating a pool of rewards that appealed to all O2 audience segments.

4 gamers striking a pose

Outcome

We developed “Level Up” — a campaign that appealed to esports enthusiasts and casual gamers alike with a diverse range of partners, tons of epic gaming experiences, and more invite-only moments than they could shake their controllers at. At the center, we brokered a deal with Belong Gaming Arenas to create a socially distanced gaming tournament called “The Level Up Showdown.” It featured two teams of the UK’s top gaming influencers captained by BBC Radio 1’s Chris Stark and former Inbetweener James Buckley, who went head-to-head in a gaming tournament featuring titles including Halo 3, Tekken 7, and Fall Guys. The tournament was streamed live on Priority and Twitch with customers who tuned in via the Priority app able to win over 400 prizes as the action unfurled.

Results

1.8 Million
views
1+ Million
engagements
77,150 Unique
Twitch stream views
7,000 New
customers to the app

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