Jeena van der Heul | Samsung – The Stare Battle
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CLIENT: SAMSUNG
TYPE OF WORK: CROSS-MEDIA
INDUSTRY: ELECTRONICS

Challenge

Samsung asked us to create awareness for the SMART TV (a web connected television).

Idea

We challenged people in Holland, with an interactive game, to stare at the new SMART TV for as long as possible, without blinking.

Campaign

We created a cross-media campaign with an online heart: a custom built YouTube Channel, where people could stare at the SMART TV in a battle against YouTube sensation Keenan Cahill. An innovative eye-tracking device registered eyelid movement via the user’s webcam. The moment you’d blink, you’d lose the battle.

The longest stare without blinking would win a Samsung SMART TV. To create extra awareness print, rich media banners and advertorials in social networks were used. Thousands of videos were uploaded and shared amongst friends, resulting in over a 1000 hours of interaction with Samsung’s SMART TV.

RESULTS

The results of the campaign changed the eyes of many viewers.
The longest stare without blinking was an unbelievable 42 minutes.
We created 1.300.000 impressions for the brand via bought and earned media.

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Keenan’s Stare Video went viral
with a stunning 347.284 hits.

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5500 People uploaded
their video.

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500.000 visits to Samsung’s
official Youtube-channel.

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In total, people stared for 2 months
at the new Samsung Smart TV.