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.

On Thursday the 20th of May 2010, Samsung was the first to introduce a large-scale commercial 3D-Outdoor projection in the Netherlands, at the Beurs van Berlage in Amsterdam. The public was able to view the addition of a new dimension to this historic building. On the adjacent square, visitors are able to try out the new Samsung 3D LED TVs, and are offered a chance to win one of their own every night. Foursquare, YouTube and Dutch Startup Feest.je are part of the integrated campaign.

See the full Press Release on Pressdoc MUSE is responsible for concept, design and production of the 3D event at Beurs van Berlage, integration of social media and YouTube.

You walk across a busy shoppingstreet and two Samsung promoladies tell you: “You look great, can we take your picture?” Of course you can! One of the ladies points her Pixon 12 and shoots a high quality photo. After she made the photo, she stands next to you and shows you the result on the screen of the Pixon 12. She tells you all about the 12 Megapixel camera of the phone. You look at the stunning result on the phone and suddenly the two promo ladies step aside and reveal the Mega-posterimage of you on a Digital panel. That is so cool! The ladies ask you to pose in front of the panel, they make another photo and mail it to you with the Samsung Pixon.

The Acadamy has recognized two of our campaigns as Official Webby Honorees. Both the Samsung Queensday 2008 campaign and the Red Bull Air Race 2008 campaign received a Webby Honor.

The Webbies Official Honoree distinction is only awarded to work that exhibits remarkable achievement.

Congratulations and a big thank you to all the people who made this possible.

On April 2nd the eleventh edition of the annual SpinAwards was held in the ‘Westergasfabriek‘ building in Amsterdam.

Unfortunately a certain Dutch magazine for advertising professionals managed to spoil some of the fun by accidentally releasing the official list of winners in advance of the award show. Still, the atmosphere at the event was very exciting and Muse is very proud to be one of just three agencies receiving more than one award. Two of our three nominated campaigns won a silver SpinAward: Hilfiger Denim in the category Best Interactive Campaign and Samsung Soul in for Best Application of Media.

Muse would like to thank and congratulate everybody who has contributed to the success.

The Share Your Dutch Soul campaign for the introduction of the Samsung Soul mobile phone has received a nomination for the Festival of Media Awards in the catagory Best Event/Activation. During the celebration of Queensday 2008 Dutch partygoers used their mobile phones to stream live video to the biggest videoscreen in Europe using LiveCastr. A specially designed Soul-branded gadget on social networking site Hyves allowed participants to show their videos to their online friends.

The event campaign was commisioned by Samsung Electronics Benelux B.V. and created by media communication agency Starcom, mobile service agency Icemobile, Cheil Worldwide and MUSE amsterdam.

The Festival of Media Awards global awards programme is designed to reflect the radical changes taking place in the communications business and are held in Valencia, Spain on 19-21 april 2009.

The Red Bull Air Race returned after three years to Rotterdam for the 2008 edition and was a huge success. So was the Reporter game that Muse created for Samsung and Red Bull in cooperation with Icemobile and Starcom. The high octane aerial event was broadcast live by five winners of the Red Bull reporter game with their mobile phones. They had VIP access to the event and used their brand new Samsung TouchWiz’ and Livecastr to stream video to the biggest screen in Europe - live!

Today the M&M Award shortlist for 2008 was published. We’re very proud that LiveCastr is amongst the nominees in the category “Best Use of Creative Media” for the Samsung Share Your Dutch Soul campaign held during Queensday 2008. LiveCastr and Starcom joined forces to create a campaign that promoted the new Samsung Soul during Queensday. Party-goers where invited to stream live video from their mobile phones to the largest screen in Europe and a special Queensday Hyves action page. Livecastr is a mobile video streaming service developed by Muse Agency and Icemobile.

Queensday 2008 Samsung and LiveCastr joined forces to bring LIVE broadcasting from a cell phone to the biggest screen in Europe. On the Rembrandplein in Amsterdam people were invited to broadcast directly to the screen.

A Samsung branded LiveCastr player was also available on Hyves (Holland’s number 1 community). People could stream live video to the player embedded on their profile and on the special queensday Hyves.

The campaign was a big success. Resulting in many great live streams form people all over the country and lots of free publicity.

LiveCastr is a product developed by Muse and Icemobile.