Samsung was the first with Smart TV: a TV as smart as a smart phone. In order to claim Samsung’s authority in the area of this new technology, we organized the Samsung Smart TV Challenge. To achieve this we turned Europe’s biggest outdoor screen (in Amsterdam) into an interactive medium/SmartTV. To connect to the screen and compete in the real-time quiz, people could call a number with their mobile phones. After connecting their phones turned into remote controls and the battle between the participants on the square started. The quiz was hosted by Dutch TV-celebrity Peter van der Vorst. Whomever managed to beat all of his opponents received his/her prize on the spot: a Samsung SmartTV was awarded by quiz master Peter van der Vorst.