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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tms’ Samsung Galaxy campaign work nominated for Webby

Webby award trophy

We are thrilled to announce that tms has been nominated for a Webby Award for the Samsung Galaxy Z Fold5: Ultimate Unboxing campaign in the Event & Live Streams category.  

tms is competing for both The Webby Award, chosen by the academy, and The Webby People’s Voice Award, chosen by the public, where all are welcome to cast their vote! As a Webby Nominee, our work has been considered among the top 12% of the 13,000 projects entered.

As tms is eligible to win a Webby People’s Voice Award, we encourage our colleagues, clients, and readers to vote for our Samsung Galaxy Z Fold5: Ultimate Unboxing campaign! Make sure to cast your vote on the Webby Award’s Website now before voting closes on April 18 at 11:59 pm. 

As a Webby shortlist, tms’ work has been singled out as best in class within its category. Congratulations to all the tms team involved in supporting Samsung for well-deserved industry recognition with bold, innovative, and engaging work

Ed Lancaster
SVP, Client Engagement Director — North America Portfolio at tms

tms’ nomination recognized the Samsung Galaxy Z Fold5: Ultimate Unboxing campaign in the Event and Livestreams Category, showcasing Samsung’s superior gameplay devices by gifting four influential Twitch streamers a locked “Samsung Galaxy Level-Up Box.” This multi-level crate contains the Z Fold 5 and Tab S 9+, and streamers were challenged to open the box in an hour with the help from viewers and fellow streamers. The promotion was streamed on Twitch and resulted in great success, garnering over 1.4 million views, four times the original target, and engagement with over 5.8 million followers across social platforms. 

Nominees like tms are setting the standard for innovation and creativity on the Internet. It is an incredible achievement to be selected among the best from the nearly 13,000 entries we received this year.

Nick Borenstein
General Manager of The Webby Awards

The 28th Annual Webby Awards will be held on May 13 in New York at Cipriani Wall Street where the winners will be announced live. Hailed as the “Internet’s highest honor” by The New York Times, The Webby Awards, presented by the International Academy of Digital Arts and Sciences (IADAS), is the leading international awards organization honoring excellence on the Internet. 

tms, Samsung, and TikTok Star Khaby partnered for holiday campaign

Headshot of Khaby Lame in black and white

Samsung Electronics America teamed up with Senegalese-born Italian social media star, Khabane “Khaby” Lame to bring some extra holiday magic this past year. To remind viewers of the magic of the holidays, tms created a campaign with Samsung that encourages everyone to connect with their friends and family. 

tms coordinated a partnership between TikTok creator Khaby and Samsung to create, record, and share the holiday magic through Samsung Galaxy devices. To do so, Khaby handed out Samsung Galaxy Golden Tickets to deserving winners and documented these moments throughout a mini-series. There was also an in-person event at Samsung’s flagship store, 837, in New York City on December 16, 2023, where Khaby kicked off the partnership and met with fans.  

The digital campaign will run across Instagram, TikTok, and YouTube, consisting of two mini documentaries which follow Khaby on two Galaxy Golden Ticket giveaway days. Khaby travels to New Orleans to meet with TV personality John Batiste the first day, where Jon shows Khaby around his hometown and unveils a few surprises for viewers along the way! 

The second video consists of Khaby traveling to Los Angeles to visit UCLA basketball player Sebastian Mack, who shows Khaby around campus and even takes him to a grueling basketball training session. Not only did viewers get an inside look at the Galaxy Golden Ticket experience, but UCLA Head Coach Mick Cronin also made a special guest appearance.

Samsung gave us a lovely brief to create an attention-winning, joy-spreading campaign, and we believe this activity with Khaby is going to deliver that in spades. We cannot wait to see how the unsuspecting winners react.

Ed Lancaster
Senior Vice President Client Services at tms

tms and AMG partner with Samsung to create Galaxy Battles: Superverse tournament

Galaxy Battles logo and game characters

To help launch the award-winning Samsung Galaxy Z Fold5 and Samsung Galaxy Tab S9+, we created an innovative campaign aimed to drive awareness within the mobile gaming market.

We partnered with Samsung, Supercell, Aftershock Media Group (AMG), Google Play,* and key gaming influencers, including CouRageJD and Fuslie, on the partnerships and gaming elements of the Galaxy Battles: Superverse tournament. Players competed in three games created by the Finnish publisher Supercell: Clash of Clans, Brawl Stars​, and Clash Royale​ to determine who amongst the players are the best mobile gaming team in the USA.

A first-of-its-kind cross-game event, Galaxy Battles: Superverse gave each mobile gamer a chance to experience their favorite titles on the immersive screen of the new Galaxy Z Fold5.

We are thrilled to be working with tms on our new mobile gaming tournament Galaxy Battles: Superverse. We look forward to watching players compete in the tournament using the Samsung Galaxy Z Fold5 and Tab S9 — some of the best devices for mobile gaming.

Janet Lee
SVP of Mobile Experience at Samsung Electronics America

The players who qualified have been teamed up with Supercell influencers to compete in the Grand Finals. With a cash prize pool of $100,000 up for grabs, three bundles of the brand new Galaxy Z Fold5, Galaxy Tab S9+ and Galaxy Buds2 Pro, Google Play* gift cards, and a trip to the Clash World Finals; there is plenty to compete for!

During the first three rounds of qualifiers held between August 23 and September 24, players proved themselves as Clash of Clans, Brawl Stars, and Clash Royale Champions before moving onto the Galaxy Battles: Superverse Grand Finals. The tournament’s biggest moments — the Qualifier Finals and Grand Finals — were streamed on Samsung’s YouTube channel and simulcast on Supercell influencer streaming channels.

Working with Samsung to bring a huge tournament like this to life with three of the top mobile games around in Brawl Stars, Clash of the Clans and Clash Royale is dream work. We’re thrilled to be engaging with the gaming community and cheering on the team that takes the top prize. Bring it on!

Ed Lancaster
SVP Client Engagement at tms

The tournament will wrap with the Grand Finals on September 30, 2023 at 3 pm CT.

Click the links below to read the full coverage:

*Google Play is a trademark of Google LLC.

The AMG team has been deeply involved in the world of Supercell games for nearly a decade, so we’re thrilled to be producing Galaxy Battles: Superverse and bringing together three of the most iconic games ever produced on the mobile platform. Witnessing this tournament unfold (literally) on Samsung’s brand-new Galaxy Z Fold5 will undoubtedly provide spectacular entertainment. It is our privilege to help our partners bring this innovative idea to life.

Lance Frisbee
Chief Executive Officer of AMG

Showcasing a next-generation device with a next-level tournament

4 gamers behind 2 computer screens and yellow and black background that says

Opportunity

To create an ownable, repeatable, headline-worthy launch moment that blends what fans love about Tribe Gaming with the power and performance of the Samsung Galaxy S23 Ultra.

Mission Galaxy poster with logo

Approach

What better way to show the power and performance of the new Galaxy S23 Ultra than putting it in the hands of the biggest mobile gaming and esports group – Tribe Gaming. tms placed the device’s superior performance, power, and innovation at the forefront of all the messaging as well as leveraged Tribe Gaming talent, IP, community and tournament activation to create a stand-out moment.

Gamer plays on Samsung mobile device in front of computer screen

Outcome

Enter “Mission: Galaxy” a next-level mobile gaming tournament with a futuristic creative direction that showcased the new Samsung device’s advanced technology and features. Pairing the Galaxy S23 Ultra with eight of the most popular Tribe creators, we brought to life the ultimate battle. Tribe Gaming echoed our creative direction across their channels and released a series of unique unboxing social videos to raise hype in the run-up to the event.  On the day of the event, the tournament featuring eight Tribe competitors was live-streamed across the platform, with content amplified by Tribe Gaming’s vast social community to increase viewership. The livestream itself also included midroll content during “intermission” there were unique “ads” Tribe created with Samsung approval, and Samsung also provided some of their product ads to include in the block.

 

The $15,000 1v1 tournament is available to view online.

2 hosts of the Samsung Galaxy video game event conversing

Results

1+ Million
Pre-event views
457 Thousand
Live event views
388 Thousand
Post-event engagements
1.9 Million
Total impact

Watch Mission Galaxy Highlights

We’re thrilled with the results of Mission Galaxy. With the support of partners like tms and in collaboration with Tribe Gaming, we were able to reach millions of mobile gamers and demonstrate the gaming capabilities of the Samsung Galaxy S23 Ultra. Mission accomplished!

Janet Lee
SVP of Mobile Experience at Samsung Electronics America

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Solidifying Samsung Galaxy as the go-to brand for mobile gamers

Person playing a mobile game

Opportunity

tms had to establish Samsung Galaxy as a prominent player in mobile gaming and authentically connect with Gen Z gamers.

Samsung Galaxy and Tribe logo

Approach

A huge Gen Z passion area is mobile gaming. While gaming, in general, has grown exponentially, mobile esports and gaming specifically have made significant contributions to that growth. We needed to demonstrate the power and performance of Samsung mobile devices by showcasing how the mobile esports players compete better and win more with Samsung Galaxy.

Outcome

tms set out to solidify Samsung Galaxy as the leading brand for mobile gamers, and what better way to do that than to turn the world’s biggest mobile gaming creators into Galaxy ambassadors? We needed to find the right partner to collaborate with. Introducing Tribe Gaming, America’s most influential mobile esports organization, with 21 creators and 28 esports players. We created a wealth of custom Tribe/Samsung Galaxy content that featured the creators using the device. This was used across multiple channels and included: announcement videos and cut-downs, YouTube video integrations, social posts, and creating its own bespoke tournament.

4 people

Results

60+ Million
device views in action
98.3% Positive
brand sentiment
20+ Created
unique pieces of content

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