The electronics giant began its “Galaxy 11” campaign in earnest on 21 October, placing “Mysterious Circles” and a #WinnerTakesEarth hashtag at sites across the world including Sugarloaf Mountain in Rio de Janeiro, billboards in New York City’s Time Square and the slightly less glamorous location at the football pitches of Hackney Marshes in London.
Samsung also sent “mysterious robed individuals” displaying similar “Mysterious Circles” symbols at recent Chelsea, Juventus and Bayern Munich home matches.
The full story of “Galaxy 11” will be revealed in a series of chapters over the coming months online and across Samsung’s social media channels – including Facebook, Tubmlr, Twitter, YouTube and ChatON – using the call to action #Galaxy11.
Beckenbauer will reveal the Galaxy 11 team’s first “signing” on 11 November and in December fans of the campaign can watch the entire team in training for their “epic showdown” in their bid to save the earth from alien domination, apparently by playing a game of football.
Samsung says Galaxy 11 represents its approach to developing innovative campaigns that leverage its “people-inspired technology while uniting [consumers’] passions to enhance everyday experiences”.
Younghee Lee, Samsung executive vice president of global marketing for IT and mobile, says: “Football is one of the most popular sports in the world and Samsung admires the power of football as a unifying force to rally and connect a global community of passionate fans. Through this one of a kind campaign, Samsung wants to combine fans’ universal love for football and Galaxy devices.”
Samsung has been a sponsor of some of the world’s most valuable football properties since 2005, including Chelsea, Real Madrid, Bayern Munch, Juventus, Brazilian National Football, the Korea Football Association and the Asian Football Confederation.
Samsung’s mobile arm maintained its market leading position by increasing both global smartphone shipments and market share in the third quarter, according to data from IDC. Shipments rose 40 per cent year on year to 81.2 million devices, while its market share rose from 31.4 per cent to 31 per cent, at the expense of Apple, which saw its market share drop to 13.1 per cent from 14.4 per cent a year earlier.