Samsung North America | Flying Television

Challenge

When Samsung Electronics was ready to debut their new Galaxy Note 10.1, a hybrid between a tablet and a laptop that would compete with the iPad, they knew they needed to create a launch event that would make a splash. Samsung enlisted (FTV) to secure talent and brand ambassadors for both a daytime press conference and an evening celebration. FTV was also brought in to handle red carpet public relations.

Solution

Armed with a new product that has the ability to view multiple screens at once, FTV set out to match appropriate talent with this new device. Fashion designer Zac Posen and Great Gatsby director Baz Luhrmann, were both brought in to represent the fashion and entertainment industries and host the festivities. Next, FTV booked press-worthy TV stars including Debra Messing and Tracy Morgan, then rounded out the guest list with young fashionable starlets including Anna Kendrick, Kelly Osbourne & Camilla Belle. As a linchpin, FTV secured model-of-the-moment Kate Upton to attend as well.

Outcome

Over 20 celebrities attended the Samsung Galaxy Note 10.1 Launch fueling press coverage to 336 million impressions. The Wall Street Journal ran a full page feature on the event and the new product, while The New York Post and The Daily News went head-to-head with multiple day coverage. Additional coverage included E! News, Extra!, Vogue, Elle, Glamour, US Weekly and New York Magazine among others.