Samsung Galaxy
To promote the Galaxy 11 during the 2014 FIFA World Cup, Samsung orchestrated a real-time social media experience. The campaign measured both in-person and digital cheers, and leveraged the #passionpulse hashtag to gauge social media reactions.
Real-time heat maps visually represented trending World Cup conversations. The campaign included a rapid creation and distribution of visual assets across major social platforms with Tumblr acting as a comprehensive aggregation spot.
Goal of Project
Promote Samsung’s Galaxy phone during the time of the 2014 FIFA World Cup.
Create real time social media content during FIFA tournament. #PASSIONPULSE
Role
Freelance Art Director for R/GA in designing desktop and mobile interfaces.
1.
Concept big idea
2.
Design, Implement UX/UI.
Step by Step Approach
1.
Concept idea
2.
Direct, design, and build #passionpulse key art and messaging.
3.
Measured each country’s fans at a World Cup match and measured the volume of their cheers (real and virtual). We also measured #passionpulse hashtag and built visual heat maps during the game to show trending World Cup match social activity. Visual assets were created on the fly and ported to each major social network. All content was collected on Tumblr to view as a collective whole.
End Result
FIFA fans watched the entire journey during the tournament while having Samsung Galaxy 11 product benefits integrated with story.
To maximize social media engagement during the FIFA World Cup 2014, the team implemented real-time content aggregation on Tumblr. All custom Samsung social media posts were collected and instantly displayed.
Social media assets for key moments, including goals, critical defensive plays, and significant fan reactions, were synchronized with live match broadcasts. The online conversation reflected the live excitement.
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Art Direction: Peter Yue, Bryant Jow
Creative Writer: Devin Heatley
Design: Peter Yue
Creative Director: Jeff Meakins
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