Samsung brought the excitement of the World Cup into stores with a mobile-controlled penalty shootout, turning its TVs into a shared interactive experience.
Players competed for a place on a central leaderboard and the chance to win an 85-inch Samsung OLED TV, while Samsung captured opt-in leads and guided customers to local TV retailers.
Project impact
Samsung stores activated across the campaign.
Countries reached, running one connected campaign.
Penalty shootout games played in store.
Objectives
Samsung wanted to use the excitement of the World Cup to bring customers into its retail spaces, make TV discovery more engaging, and drive sales across multiple European markets.
Turn Samsung TV displays into a fast, memorable penalty shootout game customers could play from their phones.
Launch one campaign across 120 stores, 21 countries and 15 languages, while retaining a consistent Samsung experience.
Use the prize draw and leaderboard to collect opted-in customer details for follow-up marketing.
Guide players to their local Samsung TV retailer after playing, making it easy to continue browsing and buy.
Insights
A simple, familiar game gave customers a compelling reason to stop, scan and spend time with Samsung's TV displays. Making the experience mobile-controlled kept participation quick, intuitive and social.
A central leaderboard turned individual plays into friendly competition, creating repeat engagement and giving the campaign momentum across stores and markets.
The prize draw transformed gameplay into an opt-in customer relationship. Samsung captured contact details for future outreach while directing players to their local TV retailer to continue their product journey.
Most importantly, the campaign proved that retail displays can do more than showcase a product, they can create a memorable brand moment that supports measurable sales outcomes.
Performance
The campaign turned Samsung's TV displays into active retail experiences, giving customers a reason to stop, play and explore the range during the World Cup build-up.
By combining gameplay, prize entry and a direct route to local retailers, Samsung created a connected journey from in-store engagement to product consideration and purchase.
Samsung stores activated across the campaign.
Countries reached, with 15 local languages supported.
Penalty shootout games played in store.
Together, these results across the promotion contributed to a 14% increase in TV sales across the campaign period.
Outcome
A World Cup penalty shootout transformed 120 Samsung stores across 21 countries into interactive, sales-driving destinations, bringing thousands of customers into the experience and contributing a strong uplift in TV sales during the campaign.
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