In late May, Samsung was the first to introduce a commercial 3D projection in the Netherlands (see our post), adding a whole new dimension to the historic Beurs van Berlage building in Amsterdam. Starting June 7th, this projection is now integrated into the first game-take-over on YouTube. At first, it appears as if a normal video of the projection is being shown. That is until the YouTube page cracks, butterflies start flying out of the projection, and the new dimension of Samsung 3D takes over the page.

YouTube game-take-over
It is the first time that a worldwide YouTube game-take-over is introduced on YouTube, whereby the video content is brought to life, allowing the user to interact with it. On the Samsung 3D branded channel, visitors can play a game where they must click on as many butterflies as possible, giving them a chance to win a Samsung 3D LED TV.

From outdoor to viral to interactive viral
The campagne started with an outdoor event, with the projection being filmed by many viewers. Countless videos have been seen all over the world, forwarded from person to person, and placed on numerous blogs. Samsung has now added an extra dimension to this viral by making it interactive with the YouTube game-take-over.

Raymond Mesterom - Marketing Manager Netherlands, Samsung Electronics
Outdoor has always been an important medium for Samsung. With the projection on the historic Beurs van Berlage building in Amsterdam, this medium has been employed in a thoroughly new and innovative way. The additional use of numerous social media and mobile has made the Samsung 3D Event and its corresponding viral video a global success. It fits Samsung’s innovative character to now make these viral videos interactive with the YouTube game-take-over, thereby adding a fresh dimension to the Samsung 3D campaign.