Samsung Electronics America has taken its 2024 Red Bull collaboration to new heights in a campaign in collaboration with tms.   

The Red Bull Cliff Diving World Series in Boston was part of a yearlong strategic partnership facilitated by tms between Samsung and Red Bull. Through the collaboration, the Samsung Galaxy S24 Ultra takes the role of ‘Official Smartphone Action Camera’ at multiple events, where Samsung empowers Red Bull athletes to push boundaries, while also allowing fans to feel like they are part of the action.  

Secured by tms, the partnership was based on the knowledge that the fast-paced, intense action of Red Bull’s extreme events was the perfect way to demonstrate the Galaxy S24 series’ great image capture capabilities.  

Taking place at the Institute of Contemporary Art in Boston, the Red Bull Cliff Diving World Series saw men and women compete to earn maximum championship points. A judging panel reviewed each diver’s acrobatics and artistic moves during their dives, with male competitors launching from a 27m high platform and female athletes from 21m. Elite cliff divers from around the world showed off their talents, including Ellie Smart and Carlos Gimeno, who have both competed in prominent global competitions like the Red Bull Cliff Diving World Series.  

To create the cliff diving campaign content, Samsung Galaxy S24 Ultras, featuring Galaxy AI, were placed by tms and Samsung in locations where they captured never-before-seen angles and shots of the action, giving fans an unprecedented opportunity to see what the elite high divers experience.   

This event was live on ESPN+, and a 1-hour show aired on ESPN, with content highlights shared on Samsung social, Red Bull social, and a few of the competitors’ social channels.  

At the end of the event, two champions emerged: Women’s winner Rhiannan Iffland and Men’s winner Aidan Heslop at the Red Bull Cliff Diving World Series stop in Boston.  

The partnership kicked off in early 2024 with Red Bull Magnitude, the world’s first women-only digital big wave surf competition. Taking place on the Hawaiian Islands of Oahu and Maui, this has allowed Samsung to lean on a global partner (Red Bull) for the announcement of their new S24 Ultra. The partnership featured the top female big wave surf stars from around the world all competing for a top prize sponsored by Samsung all while integrating the new S24 to their training and competing regimen. 

“For fans of extreme sport, this partnership formed by tms provided an opportunity for a captivating activation with Samsung, and Red Bull to push the boundaries and showcase what they do best. Through a non-conformist event which is further augmented thanks to outstanding image-capture capabilities, we successfully immersed fans into the action. The impeccable visuals captured with the Galaxy S24 series takes event imagery to new heights,”  Ed Lancaster, SVP, Client Engagement Director – North America Portfolio at tms, said.

Further activity is taking place later in the year at Red Bull’s Night Fire Air Force project and Red Bull Rampage, the famed big-mountain freeride mountain bike competition in southwest Utah.  

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. 

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.  

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. 

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.

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.

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.

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:

• Little Black Book
• Ads of Brands
• Roast Brief US

*Google Play is a trademark of Google LLC.