A gaming partnership powered by a global pivot.
Since COVID-19 rendered traditional sports partnerships nonexistent, we needed to identify a new avenue for Samsung to partner with teams and promote the launch of the new S20 Series of devices. We identified the new reality: Everyone was spending more time inside, which was drastically increasing online consumption. This insight led us to a sports partnership in a less traditional sense.
We partnered with Texas e-sports teams to keep the Samsung brand front and center, launching multiple activations from an online video series to social to team device sponsorships and community giveaways. We were also able to create and host an online gaming showdown event called the Lone Star Challenge, presented by Samsung.
