As the official partner of Olympic games, Samsung has created a great number of branded content and become a top beneficiary of this global event. That is how Samsung understands the advantage of sports partnership to enhance its brand value and awareness. Samsung has sponsored a lot of football clubs and players as they already discovered the potential of this sponsorship. Moreover since football is the main opportunity for marketing according to Wall Street Journal, Samsung needs to accelerate this momentum to become a leading brand beyond a sponsor brand. There are a number of football associations that regulate the marketing activities for football. Samsung needs a breakthrough and finds an ultimate way to achieve it

Every platforms, spaces, and objects could be media to achieve the ultimate goal. The story began with mysterious messages on the Earth. This was planted on famous landmarks in major cities, aiming instant attention and natural buzz among people. The next chapter was the appearance of mysterious figures. This was executed at iconic football stadiums in Europe and brought great attention from press and people. Mysterious phenomena were solved by a medium with global awareness, Franz Benckenbauer. He revealed the upcoming football war by Aliens and forming of GALAXY 11. World-renown football players announced they joined the team on their social media one by one, which made football fans go wild for the unprecedented team. Then a global launch event of GALAXY S5 was selected to present a teaser trailer of GALAXY 11’s training. Press onsite spread the news, generating interest for the next chapter of the story.

This unique and holistic media usage has brought instant reactions from general consumers and global football fans. GALAXY 11 videos have earned over 40 million views. Social posts on GALAXY 11 were over 100,000 and social impressions were nearly 343 million. The hash tag ‘#galaxy11’ was the most frequently used one on social media as used 611 times for a week. Above the numbers, the campaign was considered to show a new way of storytelling with transmedia as Yahoo! Sport evaluated this football fever ‘Samsung appears to be out to set a new benchmark.