Opportunity
To create an ownable, repeatable, headline-worthy launch moment that blends what fans love about Tribe Gaming with the power and performance of the Samsung Galaxy S23 Ultra.
A Back-to-School promotion to boost the entire Blackstore network
Opportunity
The tms–designed, in-store, brand platform identity has been a feature of over 100 Blackstore shops since the beginning of 2022. Therefore, there was an opportunity to evolve this creative and build a new activation as part of the Back-to-School campaign for 2022. tms created a theme, shopping mechanic and packaging that would motivate sales and secure success.
Approach
Our holistic, 360° approach, ensured that the “Get into the Game” experience had an equally strong presence across social channels and in person at the point of sale.
To drive hype and amplify the activation, we created a social media campaign that encouraged customers to shout about their experience online. Our one-month campaign was executed through Instagram, Facebook and Snapchat, with both organic and sponsored posts.
At the same time, tms designed a 100% immersive operation to animate the point of sale, surfing on the many promotions underway over the period and offering combinations of promotions to the most engaged customers. The sales area is personalized in the colors of the operation to guarantee a memorable experience: giant game console, akilux, posters, stickers, giant game dice, tie and many other POS.
Outcome
The operation recorded an increase in in-store traffic and a significant increase in sales compared to last year.
The social media campaign made it possible to reach a larger demographic that would not normally come into contact with the brand, boosting engagement and fame.
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Samsung Galaxy | Big Ten Conference
Capturing the Big Ten Conference with Samsung Galaxy
Capturing the Big Ten Conference with Samsung Galaxy
Opportunity
US sports fandom knows no bounds – especially when it comes to their college alma mater. Knowing how fanatics love to dissect and see every angle of the action, Samsung Galaxy provided a never-done-before viewing experience for one of the biggest sporting events of the year – men’s and women’s college basketball tournaments. tms had the opportunity to bring to life this first-of-its-kind partnership between Samsung Galaxy and the TIAA Big Ten Men’s and Women’s Basketball Tournaments, making the Samsung Galaxy S24 Ultra the official smartphone of the conference.
Approach
To showcase Samsung Galaxy’s newest S24 Ultra as the most powerful device in the history of the S Series, tms negotiated and managed a partnership with the Big Ten Conference, overseeing day-to-day business to ensure its success. Known for its industry-leading camera and AI capabilities, the S24 Ultra is the first device to capture and stream in-game content from “behind the basket”. The Big Ten Conference, an association of fourteen esteemed Division I universities within the NCAA, streams over 2,200 live events across Fox Sport’s Big Ten Network (BTN), making this partnership a perfect opportunity to spotlight the S24 Ultra’s capabilities to a wide-reaching audience.
In utilizing Samsung’s advanced technology, we are excited to enhance our game broadcasts with action shots from the Samsung Galaxy S24 Ultra and add an element of creativity to the TIAA Big Ten Men’s and Women’s Basketball Tournaments.
Outcome
Throughout the TIAA Big Ten Men’s and Women’s Basketball Tournaments, the S24 Ultra captured historic moments and upsets, from the tip to the final buzzer. With its unparalleled camera position, fans were able to see all the basket action with the “Ultra Replay Report” streamed on the BTN’s broadcast channel and livestream. Fans could even take part in the experience at the Target Center arena in Minneapolis, Minnesota to try out some of the newest Galaxy AI features on the S24 Ultra, including its ProVisual Engine and 100x enhanced digital zoom. Samsung also let fans get in on the action by releasing a series of digital branded social content across its platforms.
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Cumulus | Drinkware
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McDonald’s | Happy Meal® Readers
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Blackstore | Get into the game!
A strong back-to-school time to energize the entire Blackstore network.
Driving sales through brand heritage
Opportunity
tms set out to create a FW 23/24 kit launch campaign for the adidas-sponsored Juventus Football club. Long hailed the “Bianconeri” for the club’s black and white striped uniforms, we saw an opportunity to bring this strong visual motif to life with a film and campaign photography that honored and celebrated the club’s rich Italian heritage and loyal fanbase – dubbed the “heard”.
Capitalizing on the untapped potential of club kits as cultural and streetwear icons, we collaborated with adidas to make this vision come to life.
Approach
tms used renowned Italian imagery as a creative starting point, merging references such as Paolo Sorrentino’s surrealist film, The Great Beauty, with Juventus’ core values and design hallmarks. The iconic Bianconeri stripes are a thread that runs throughout the video and photography, establishing a clear, captivating, and unique visual identity for the brand, setting it apart from competitors. This elevated presentation of the FW 23/24 kit was an expression of the club’s individuality to inspire positive sentiment, create hype, galvanize fans, and ultimately boost adidas sales.
Outcome
Leading the creative direction and production, tms provided Bianconceri fans with an immersive tour of Villa Perosa, just a 25-minute drive from the football club’s training grounds in Italy. Directed by Theodore Guelat and photographed by Dali Geralli, the campaign cast Juventus players, legends, and fans in unexpecting roles, featuring stars like Alessandro Del Piero, Danilo, Lisa Boattin, Kenan Yildiz, Dean Huijsen.
While the campaign is inspired by classic Italian surrealism, we balanced this with modern techniques such as 3D scanning techniques and aerial views of the estate. The zebra print is featured throughout, from the top hats, interiors, and jerseys to an actual horse dressed as a zebra. The end scene pans out to a portrait of the Juventus “family” featured in the film, symbolizing the power of the Juventus fandom and demonstrating that success is built off years of teamwork between the club and its fans.
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A strong back-to-school time to energize the entire Blackstore network.
Showcasing a next-generation device with a next-level tournament
Approach
What better way to show the power and performance of the new Galaxy S23 Ultra than putting it in the hands of the biggest mobile gaming and esports group – Tribe Gaming. tms placed the device’s superior performance, power, and innovation at the forefront of all the messaging as well as leveraged Tribe Gaming talent, IP, community and tournament activation to create a stand-out moment.
Outcome
Enter “Mission: Galaxy” a next-level mobile gaming tournament with a futuristic creative direction that showcased the new Samsung device’s advanced technology and features. Pairing the Galaxy S23 Ultra with eight of the most popular Tribe creators, we brought to life the ultimate battle. Tribe Gaming echoed our creative direction across their channels and released a series of unique unboxing social videos to raise hype in the run-up to the event. On the day of the event, the tournament featuring eight Tribe competitors was live-streamed across the platform, with content amplified by Tribe Gaming’s vast social community to increase viewership. The livestream itself also included midroll content during “intermission” there were unique “ads” Tribe created with Samsung approval, and Samsung also provided some of their product ads to include in the block.
The $15,000 1v1 tournament is available to view online.
Results
1+
Million
Pre-event views
457
Thousand
Live event views
388
Thousand
Post-event engagements
1.9
Million
Total impact
Watch Mission Galaxy Highlights
We’re thrilled with the results of Mission Galaxy. With the support of partners like tms and in collaboration with Tribe Gaming, we were able to reach millions of mobile gamers and demonstrate the gaming capabilities of the Samsung Galaxy S23 Ultra. Mission accomplished!
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Reinventing loyalty
O2 | Priority Go
Revitalizing an iconic loyalty program
Remixing the past to create the future
Opportunity
adidas’s “made Originals” campaign demanded a finale that would be both a relevant cultural moment and a celebration of the brand’s heritage. Centered in London, the city needed to permeate the experience.
Approach
tms set out to create an experience that would fully immerse adidas’s community in a brand world that was more than just a party. We mashed up the past and present by paying homage to iconic brand moments while partnering with local communities to show what “made Originals” means to them and to provide an authentic voice that resonates with Gen Z consumers.
Outcome
Taking over subterranean West London venue Ambika P3, tms transformed the space with a bespoke creative identity that celebrated the city’s aesthetic and vibe. The whole event was live streamed on TikTok, allowing the public to browse and purchase classic products. Working alongside key brand partners, Blondey McCoy and Gary Aspden, we conceptualized and brought to life a host of immersive experiences. These included exclusive product drops, customization workshops, skate demos, interactive gaming, digital competitions, and previously unseen archival exhibitions. Visitors were also transported to a digital representation of the “made Originals” world through a personalized 3D avatar and an exclusive FORTNITE world — playable alongside London gaming collective Black Girl Gamers. The two-day events came to an energetic close with performances from established British rapper slowthai, DJ collective GirlsDon’tSync, and South London rapper Che Lingo. We used the adidas CONFIRMED app as a digital “host” for the event, delivering hyper-local push notifications to inform attendees of what was happening, offer exclusive product raffles within the space, and manage all ticketing, and communicate pre/post event.
The team created a jaw-dropping experience giving Gen Z London the ultimate immersion into the world of ‘made Originals.’ adidas has played such an important role in shaping London subcultures around fashion, music, and sports. It was a privilege to reflect on this heritage and look to the future by collaborating with creators at the forefront of their communities.
Results
58
Million
global impressions
10,000
Engagements
on the CONFIRMED app
1,450
Attendees
at the “made Originals” experience
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O2 | Priority Go
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Solidifying Samsung Galaxy as the go-to brand for mobile gamers
Opportunity
tms had to establish Samsung Galaxy as a prominent player in mobile gaming and authentically connect with Gen Z gamers.
Approach
A huge Gen Z passion area is mobile gaming. While gaming, in general, has grown exponentially, mobile esports and gaming specifically have made significant contributions to that growth. We needed to demonstrate the power and performance of Samsung mobile devices by showcasing how the mobile esports players compete better and win more with Samsung Galaxy.
Outcome
tms set out to solidify Samsung Galaxy as the leading brand for mobile gamers, and what better way to do that than to turn the world’s biggest mobile gaming creators into Galaxy ambassadors? We needed to find the right partner to collaborate with. Introducing Tribe Gaming, America’s most influential mobile esports organization, with 21 creators and 28 esports players. We created a wealth of custom Tribe/Samsung Galaxy content that featured the creators using the device. This was used across multiple channels and included: announcement videos and cut-downs, YouTube video integrations, social posts, and creating its own bespoke tournament.
Results
60+
Million
device views in action
98.3%
Positive
brand sentiment
20+
Created
unique pieces of content
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McDonald’s | Artist Residency
Creating a one-of-a-kind experience for modern tastemakers
T-Mobile | T-Mobile Tuesdays
Reinventing loyalty
Creating a one-of-a-kind experience for modern tastemakers
Opportunity
We had the chance to reinvigorate classic menu items through launching McDonald’s first Artist Residency program and driving cultural relevancy for one of the world’s most loved brands.
Approach
Working in tandem with McDonald’s agency partners, tms helped amplify the brand’s place in culture by creating a program that connected the brand with today’s leading creatives — a fresh way to promote classic menu items. Known for its designs that feature an array of characters, Cactus Plant Flea Market has a niche place in the cultural zeitgeist and was the perfect partner to kickstart the program. Tapping our collective marketing and sourcing expertise, we turned heritage characters into highly-sought-after premium collectibles. Not only did we design the figurines themselves, but we also developed retail, packaging, and omni-channel assets.
Outcome
This program outperformed projections across many key objectives, including average check amount and units sold, netting out to an early end to the program due to depleted supplies generated from high popularity. The successes of this program outweighed previous Famous Orders/Big Bet campaigns for the brand. The program also garnered high levels of attention and positive mentions from traditional and social media.
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McDonald’s | Coast-to-Coast MONOPOLY
Boosting the momentum of a long-standing program
Doubling the appeal of the UK’s biggest prize promotion
The Opportunity
The physical peel, central to McDonald’s MONOPOLY game play, has always been well-loved, but its joy is short-lived. Our opportunity was to build a wider-reaching, longer-term, more immersive brand and digital experience so that consumers could continue playing and winning beyond the physical peel.
Our Approach
Customers have always loved the on-pack peel, however this year, instead of peeling to reveal a potential loss, Double Peel extended the game in the McDonald’s app – transforming customers’ phones into a MONOPOLY® gameboard. Players still had the opportunity to peel the label on their promotional food item for a potential Instant Win, but now they could also scan a property code to complete sets in the McDonald’s app. Each property banked in the MONOPOLY® Wallet gave players another chance to win an array of prizes via the Digital Peel in the app. tms brokered contracts between McDonald’s and over 20 prize partners, including BMW, Paramount+, TUI, JD Sports, See Tickets, Photobox, Wrappz, Zavvi, Go Ape, GLOSSYBOX, SkullCandy and AO.com. Customers had the chance to win everything from a new Mini Cooper, to shopping vouchers and personalized accessories.
The Outcome
After 16 years, we created a next-generation McDonald’s MONOPOLY® game, inspiring customers to double down on what they love and created a campaign that magnified the double feel-good feeling of the peel in a fun and engaging way. By extending the promotion into a more immersive app experience, we not only gave customers additional ways to play and win but also fostered high engagement making this year’s MONOPOLY® the biggest and best to date.
Results
4.2
million
Unique players playing 77 million times!
+39%
YOY
Unique Players
+191%
YOY
Valid codes entered
99%
Digital peel rate
By extending our popular MONOPOLY® promotion at McDonald’s into a more immersive app experience, we’ve not only given customers additional ways to play, we’ve also built a wider, longer-term engagement in the game over the 6-week period – along with more ways to win. Doubling the fun for everyone.
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adidas | Football Collective
Approach
tms saw this less as a brand initiative and more like a social movement — a grassroots program that was born within grassroot communities. We established the “adidas Football Collective,” a platform in which Gen Z had control, spirited with positive rebellion to upset the status quo. The program had its eyes and ears in the communities, seeing the problems that truly impacted equality in football and the ability to differentiate superficial symptoms from the deep-rooted causes.
Outcome
adidas Football Collective has grown to become a unique sub-brand within the adidas brand architecture – collaborating across adidas’ global football infrastructure, catalyzing grassroot community efforts. It works with some of the world’s leading professional and local grass root clubs and partners with UEFA and charities like Common Goal. It has its own fashion line sold across adidas retail and inspired ground-breaking activations.
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T-Mobile | T-Mobile Tuesdays
Reinventing loyalty
Boosting brand love with an exciting promotion
Opportunity
Noticing a pattern of decreasing visits to its restaurants during the month of October, McDonald’s wanted to introduce a month-long program that would tempt customers back. We made it our objective to turn that around by crafting an experience that drove guest counts, reinvigorated sales, and boosted brand affinity.
Approach
tms put a new twist on the standard sweepstakes promotion with an exciting Halloween campaign that drove guests back into stores.
Outcome
We developed a bold program called “Trick. Treat. Win!” which leveraged a timely Halloween theme and a chance at instant-win prizes to delight customers. And for the first time ever, our program gave customers the opportunity to choose the prizes they won. As well as owning the campaign strategy, our creative identity featured across stores, digital channels, and the campaign packaging.
Results
1.3
Billion
sweepstakes entries
4.1
Million
app downloads
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Forging a feel-good grassroots program