As first-to-market with its 3D LED TV, Samsung needed to launch a social movement, showcasing compelling 3D content and involving advocates with mass audience appeal.
We answered the question of how you translate a 3D experience for a 2D audience by enlisting The Black Eyed Peas to perform a surprise concert in Times Square filmed in 3D by James Cameron’s film crew from Avatar.
The results surpassed Samsung’s launch goals: over 2.4 billion impressions delivered and 4,000-plus media placements. Vitally, Samsung gained endorsement from key influencers leading the 3D TV movement. James Cameron said it was ‘when the future began.’