Consumers have embraced the “second screen” experience; the act of holding a smartphone or tablet in their hands as they watch TV and comment on it with friends in real time. But Samsung wondered, is that a new consumer habit or is that simply because TV’s cannot provide a connected experience?

As the Samsung Smart TV line launched in Europe, we wanted to create something that showed that Samsung’s technology and vision for the future of meaningful TV experiences, indeed provides this social cennectivity. We wanted convay this to the masses and specially to those who did not already have the device.

Sports programming in particular has become the biggest examples of engaging content. But once the final score is tallied, the conversation moves on. That conversation is what Samsung is trying to embed into their Smart TVs. So when the Euro 2012 and the Summer Olympics were on the minds of everyone across the Europe, we saw an opportunity for Samsung to make a splash for its Smart TV’s.

Through an ingenious mobile platform, we opened up the Smart TV experience to the masses, targeting the passionate sports fan.

We created a Samsung mobile app, creating a new kind of second screen experience. Through the audio signal from the TV, the app instantly detects which sports program the viewer is watching before seamlessly moving them into a forum where we staged well known Danish comedians to provide hilarious commentary to viewers as they all interacted via instant message.

We even incorporated a FacebookConnect option in each game that allowed users to invite friends to the action who were watching the same program.

This app proved to people that Samsung is changing the way people watch live sports and events.

With a budget of only €6700 we were able to provide a service that connected over 17,000 users through 31 Euro matches and the entire Olympics, spiced up by more than 40 hours of live interactivity with our stand-up comedians.

Samsung hijacked the second screen throughout the summer of sports and conveyed to consumer just how smart and relevant a Samsung smart experience could be.

NOTE FOR THE JURY : The QR code in the URL leads to a website with stills of the app

Through an ingenious mobile platform, we opened up the Smart TV experience to the masses, targeting the passionate sports fan.

We created a Samsung mobile app, creating a new kind of second screen experience. The app instantly detects which sports program the viewer is watching through the TV's audion signal, before seamlessly moving them into a forum where we staged well known Danish comedians to provide hilarious commentary to viewers as they all interacted via instant message.

We even incorporated a FacebookConnect option in each game that allowed users to invite friends to the action who were watching the same program.

This app proved to people that Samsung is changing the way people watch live sports and events.

With a budget of only €6700 we were able to provide a service that connected over 17,000 users through 31 Euro matches and the entire Olympics, spiced up by more than 40 hours of live Mobile interactivity with our stand-up comedians.

Samsung hijacked the second screen on Mobile throughout the summer of sports and conveyed to consumer just how smart and relevant a Samsung smart experience could be.