We created and executive-produced the first-ever gaming reality show – WCG Ultimate Gamer – and aired it during major cable networks’ primetime. Developed specifically for Samsung, we pitted contestants in video game challenges and real world challenges that brought video games to life (e.g. competitive driving or leading a real rock band). Samsung products were integrated into the eight-episode series through mobile devices and video displays as well as into our custom built Samsung Stadium that elevated new products to hero status.While gaming was the thematic device, the series focused on contestants’ journey and captured their history and passion to create an emotional appeal that was just as meaningful to non-gamers. We created a connected community of passionate gamers beyond the show with extra video content on Hulu and YouTube, and built a Facebook page and Xbox Live presence to profile the show’s contestants. Chat rooms and Twitter let the gaming community challenge the cast and upload video of their own great gaming moments for all to see.

• After totaling 400 million impressions through press, promotion and viewership, over 80% believe Samsung is “an exciting, imaginative company” and believe “Samsung understands them.”• Nearly 90% said that the show increased their interest in WCG with website traffic increasing 1,624%.

• The show was 10% more engaging than the average reality show according to IAG • 25% said that Samsung integrations increased purchase intent – 3x greater than IAG norms.• Samsung is seeing benefits globally – distributing the series in Australia, Spain and India and generating revenue!

• Season 2 airs in August 2010!