Samsung is hoping the formation of an international class, Franz Beckenbauer-managed football team so skillful they’re able to ward of the specter of a (staged) alien invasion will sell more products across its Galaxy range within the crucial run as much as Christmas.
The electronics giant began its “Galaxy 11” campaign in earnest on 21 October, placing “Mysterious Circles” and a #WinnerTakesEarth hashtag at sites the world over including Sugarloaf Mountain in Rio de Janeiro, billboards in Long island City’s Time Square and the marginally less glamorous location on 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” could be revealed in a chain of chapters over the arriving months online and across Samsung’s social media channels – including Facebook, Tubmlr, Twitter, YouTube and ChatON – using the decision to action #Galaxy11.
Beckenbauer will reveal the Galaxy 11 team’s first “signing” on St Martin’s Day and in December fans of the campaign can watch the full team in training for his or her “epic showdown” of their bid to save lots of the earth from alien domination, apparently by playing a game of football.
Samsung says Galaxy 11 represents its option to developing innovative campaigns that leverage its “people-inspired technology while uniting [consumers’] passions to reinforce everyday experiences”.
Younghee Lee, Samsung executive vp of world marketing for IT and mobile, says: “Football is likely one of the finest sports on the earth and Samsung admires the ability of football as a unifying force to rally and fasten a world community of passionate fans. Through this extraordinary campaign, Samsung desires to combine fans’ universal love for football and Galaxy devices.”
Samsung was a sponsor of a few of the world’s most precious 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 within the third quarter, in accordance with 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, on the expense of Apple, which saw its market share drop to 13.1 per cent from 14.4 per cent a year earlier.