Samsung and tms created MSCHF around the new Galaxy Ring during NYFW
Opportunity
To support the launch of its first wearable technology, Samsung partnered with tms to introduce the Samsung Galaxy Ring to the premium accessory market via a fashion-forward launch during New York Fashion Week. Samsung tasked tms with identifying non-conformist partnerships that would bring authenticity to a campaign and resonate with fashionistas of all ages, especially Gen-Z.
Approach
As the first ring Samsung has introduced to the market, the Samsung Galaxy Ring needed to be positioned as sleek, stylish, and innovative to break through the noise in wearables. tms searched for brands known for their out-of-the-box approach to design and marketing, seeking a partnership that would mesh Samsung Galaxy’s latest technology with creative artistry to elevate the Galaxy Ring in pop culture.
Exploring brands with cultural movement moments and alignment to New York City, fashion, and technology, tms determined the best brand partnership opportunities for Samsung during NYFW.
Outcome
tms brokered a partnership between Samsung and MSCHF, a Brooklyn-based art collective known for its never-do-the-same-twice approach to fashion. The alignment of these two risk-taking brands presented the perfect opportunity to unveil the ring in an elevated and fashionable atmosphere. The campaign marks MSCHF’s first-ever collaboration, making this a rare chance to harness MSCHF’s unique approach in fashion to elevate the Galaxy Ring in pop culture.
To promote the Samsung Galaxy Ring as a sleek premium accessory and raise awareness for the product in pop culture, Hypebeast and tms created a high style lookbook featuring MSCHF’s custom packaging which they created for the ring and Z Flip6, modeled by the fashion influencers and artist Honey Balenciaga. tms also produced a behind-the-scenes video featuring Honey Balenciaga as she brought us onto set, showing viewers how the Galaxy Ring caters to her on-the-go, fashion-centric lifestyle.
The overall creative direction presented the Samsung Galaxy Ring within the context of an editorialized setting inspired by the MSCHF Box, the brand’s iconic mystery box.
We’re excited to have partnered with MSCHF and Hypebeast on behalf of Samsung for this one-of-a-kind campaign to introduce the new Galaxy Ring – an innovative wearable that seamlessly blends technology with style. Our goal was to highlight how this device fits effortlessly into your daily routine, empowering you to reach your health goals while maintaining that chic, modern edge. It’s not just a ring; it’s a lifestyle upgrade.
Results
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tms, Samsung, and Full Squad Gaming teamed up to launch Extreme Imposters
On November 22, Extreme Imposters launched a yearlong strategic partnership formed by tms between Samsung and Full Squad Gaming (FSG). Leveraging Samsung Galaxy’s universe of devices and FSG’s esports dominance, fans were brought an unforgettable experience through exclusive content and cross-platform activations.
The Extreme Imposters series features three thrilling episodes each set in different environments – the desert, tropics, and mountains. tms negotiated for the content to feature the Samsung Galaxy Ring, Galaxy Z Flip6, and Galaxy Z Fold6.
At its core, Extreme Imposters is based on a simple premise: four players are given a word that they must describe to a fifth player, who is the “imposter” that doesn’t know the word. The imposter must still give clues, despite having no idea what the actual word is, all while trying to avoid being caught by the others.
What makes this series stand out is the “extreme” element introduced by tms and Samsung. The players aren’t just sitting at a table, throwing out word hints but are surrounded by unnerving monsters — think venomous snakes, giant spiders, and deadly scorpions — placed right next to their heads. Each round, these creatures are positioned ever closer, creating a high-stakes environment where players must stay focused on the game despite their fears.
We went to extreme lengths to make Extreme Imposters out-of-the-box and engaging for viewers while showcasing Samsung Galaxy’s superior mobile technology with help from some of the world’s most trendy gamers. This is just one of the many collaborations we have done with FSG as part of tms’ strategic partnership between the brands.
tms utilized Samsung’s innovative products, including the Samsung Galaxy Ring, to take the game to new levels for both the players and the viewers. The Galaxy Ring is a wearable device that tracks key health data, from heart rate to stress levels, creating an immersive experience that connects the game’s intensity with the players’ real-time physical reactions. Viewers will be able to track how players react to the fear from the monsters around them and get a sense of the pressure mounting as they approach the reveal of the imposter.
Samsung Galaxy’s high-tech devices also provided the perfect platform for immersive visuals, intense moments, and interactive viewer experience. The devices allow for seamless integration between the gaming action and the immersive world built around the game.
Learn more about all the partnerships tms manages for Samsung, including the yearlong strategic partnership between Red Bull x Samsung Galaxy.
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tms forms partnership between The Esports Awards/Mobies & Samsung Galaxy for a showstopping award week
tms brokered a partnership between the Mobies and Samsung Galaxy for a four-day awards activation of a lifetime! The Mobies, or Mobile Gaming Awards, recognizes creative excellence within the Mobile Gaming Industry. tms’ work with Samsung Galaxy won the 2024 Commercial Partner of the Year, making this the perfect partnership to further highlight Samsung Galaxy’s award-winning gaming device capabilities.
On November 19, the Mobies awards event took place to reveal the winners of 2024! tms worked with the Mobies to integrate Samsung Galaxy devices into the broadcast, along with exclusive back-stage interviews of the winners filmed with Galaxy devices. Samsung Galaxy also granted the winner of the Mobile Streamer of the Year award a Samsung Galaxy gift package.
The partnership we formed with the Mobies was a unique opportunity to increase Samsung Galaxy’s exposure within the Mobile Gaming world by highlighting its award-winning gaming capabilities in real time to the industry’s top creators and agencies all under one roof.
Taking place on November 20, tms facilitated Samsung’s integration into the ESA PWR UP B2B event, featuring renowned Full Squad Gaming (FSG) and NRG staffers and content creators in a custom Samsung Galaxy + FSG panel. The panelists shared how they use the Samsung Galaxy devices to create their most captivating content and take Full Squad’s content to the next level.
The Esports Awards were celebrated on November 21, with Full Squad Gaming (FSG) taking over the red carpet for the night to interview attendees with Samsung Galaxy devices. After the ceremony concluded, 12 of the most popular esports players and content creators (also attendees at the night) participated in the first-ever gaming tournament at the Esports Awards – Galaxy Battles featuring PUBG MOBILE. The exclusive tournament featured top esports personalities competing in PUBG MOBILE, streamed live for fans worldwide. Each participant used Samsung Galaxy devices, highlighting the brand’s high-performance mobile gaming technology.
The week wrapped up with a B2B golf networking event – to highlight wearables, tms overtook hole six to create a demo challenge where players were encouraged to wear the Samsung Galaxy Ring or Galaxy Watch7 to track their heartrate while teeing off. The golfer with the lowest overall heartrate and longest drive won a bundle of Samsung Galaxy devices.
Learn more about other work we support for Samsung, such as the yearlong strategic partnership tms formed between Samsung and Red Bull which included the recent Red Bull Rampage activation.
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tms powers the action at Red Bull Rampage with Samsung Galaxy
tms facilitated Samsung’s partnership with Red Bull for the adrenaline-fueled excitement of Red Bull Rampage taking place in Virgin, Utah, showcasing how the Samsung Galaxy ecosystem is key in helping the most extreme mountain bikers prepare for their biggest competition of the year.
On October 10, the world’s top female mountain bike athletes competed on the iconic reddish desert of Southwest Utah’s Zion National Park for the first time, while the male athletes competed on October 12, taking on some of the most challenging terrain in the world to compete for the coveted Red Bull Rampage trophy. Robin Goomes took home the trophy at the women’s competition, while Brand Semenuk won first place at the men’s competition.
As the official mobile device for the yearlong partnership with Red Bull, the Galaxy S24 Ultra and Z Flip6, with Galaxy AI are designed to capture the most extreme shots and angles. The Galaxy Ring paired with the Galaxy Ecosystem and Galaxy AI’s Energy Score helps athletes monitor, prepare, and deliver their top performance with unparalleled clarity and precision.
With a global reach spanning across Chile, Peru, Argentina, Sweden, Germany, Australia, South Africa, and Mexico, the activation seeks to amplify the Galaxy S24 Ultra and Galaxy Z Flip6 by using the smartphones to capture never-before-seen angles of the extreme sport.
This is the fourth activation of the yearlong strategic partnership tms has managed between Samsung and Red Bull, and we are thrilled to see its global reach and success. The collaboration is the perfect way to highlight Samsung Galaxy’s image capturing capabilities in an action-packed environment.
As Red Bull Rampage takes center stage, tms invites fans to stay tuned for exclusive content, behind-the-scenes footage, and highlights that capture the essence of this adrenaline-packed event on Samsung’s social media platforms.
Learn about the previous activation we managed between Samsung and Red Bull earlier this year at the Red Bull Cliff Diving World Series.
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Samsung Electronics America wins big at the w3 Awards
tms is proud to announce our client Samsung Electronics America was recognized with numerous awards at the w3 Awards for innovative strategy, creative, and brand partnerships.
Taking place in New York, the w3 Awards are judged by the Academy of Interactive and Visual Arts and honors the best Digital Experiences, Content, and Creativity in the industry. The awards recognize the teams behind award-winning websites, online marketing, web video, mobile sites and apps, social media, podcasts, and emerging tech.
Check out the full list of accolades Samsung received:
Gold x 2:
- Samsung Galaxy + Dude Perfect. Campaigns – Social
- Samsung Galaxy: The Ultimate Unboxing. General Marketing – Branded Content
Silver x 4:
- Samsung Galaxy + Dude Perfect. Campaigns – Video
- Samsung Galaxy Battles + Superverse. Video – Events + Live Streaming
- Samsung Galaxy Battles + Superverse. Branded Entertainment – Games
- Samsung Galaxy: The Ultimate Unboxing. General Marketing – Online Video
These awards represent the innovative and creative work we do for our clients like Samsung Electronics America every day, utilizing our expertise in partnerships, gamified experiences, brand identity, and digital capabilities to deliver transformational experiences and realize business objectives. Congratulations to our teams for their commitment to creative excellence and crafting truly impactful work.
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tms takes the Samsung Galaxy x Red Bull collaboration to new heights at the Red Bull Cliff Diving World Series
Samsung Electronics America has taken its 2024 Red Bull collaboration to new heights in a campaign in collaboration with tms.
The Red Bull Cliff Diving World Series in Boston was part of a yearlong strategic partnership facilitated by tms between Samsung and Red Bull. Through the collaboration, the Samsung Galaxy S24 Ultra takes the role of ‘Official Smartphone Action Camera’ at multiple events, where Samsung empowers Red Bull athletes to push boundaries, while also allowing fans to feel like they are part of the action.
Secured by tms, the partnership was based on the knowledge that the fast-paced, intense action of Red Bull’s extreme events was the perfect way to demonstrate the Galaxy S24 series’ great image capture capabilities.
Taking place at the Institute of Contemporary Art in Boston, the Red Bull Cliff Diving World Series saw men and women compete to earn maximum championship points. A judging panel reviewed each diver’s acrobatics and artistic moves during their dives, with male competitors launching from a 27m high platform and female athletes from 21m. Elite cliff divers from around the world showed off their talents, including Ellie Smart and Carlos Gimeno, who have both competed in prominent global competitions like the Red Bull Cliff Diving World Series.
To create the cliff diving campaign content, Samsung Galaxy S24 Ultras, featuring Galaxy AI, were placed by tms and Samsung in locations where they captured never-before-seen angles and shots of the action, giving fans an unprecedented opportunity to see what the elite high divers experience.
This is the perfect way to show what the Galaxy S24 Ultra can do – by positioning our Galaxy S24 Ultra devices in locations that gave viewers never seen before angles and shots of the competition, tms was able to create some really exciting and unique content for fans of this exciting cliff diving sport.
This event was live on ESPN+, and a 1-hour show aired on ESPN, with content highlights shared on Samsung social, Red Bull social, and a few of the competitors’ social channels.
At the end of the event, two champions emerged: Women’s winner Rhiannan Iffland and Men’s winner Aidan Heslop at the Red Bull Cliff Diving World Series stop in Boston.
The partnership kicked off in early 2024 with Red Bull Magnitude, the world’s first women-only digital big wave surf competition. Taking place on the Hawaiian Islands of Oahu and Maui, this has allowed Samsung to lean on a global partner (Red Bull) for the announcement of their new S24 Ultra. The partnership featured the top female big wave surf stars from around the world all competing for a top prize sponsored by Samsung all while integrating the new S24 to their training and competing regimen.
“For fans of extreme sport, this partnership formed by tms provided an opportunity for a captivating activation with Samsung, and Red Bull to push the boundaries and showcase what they do best. Through a non-conformist event which is further augmented thanks to outstanding image-capture capabilities, we successfully immersed fans into the action. The impeccable visuals captured with the Galaxy S24 series takes event imagery to new heights,” Ed Lancaster, SVP, Client Engagement Director – North America Portfolio at tms, said.
Further activity is taking place later in the year at Red Bull’s Night Fire Air Force project and Red Bull Rampage, the famed big-mountain freeride mountain bike competition in southwest Utah.
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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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tms’ Samsung Galaxy campaign work nominated for Webby
We are thrilled to announce that tms has been nominated for a Webby Award for the Samsung Galaxy Z Fold5: Ultimate Unboxing campaign in the Event & Live Streams category.
tms is competing for both The Webby Award, chosen by the academy, and The Webby People’s Voice Award, chosen by the public, where all are welcome to cast their vote! As a Webby Nominee, our work has been considered among the top 12% of the 13,000 projects entered.
As tms is eligible to win a Webby People’s Voice Award, we encourage our colleagues, clients, and readers to vote for our Samsung Galaxy Z Fold5: Ultimate Unboxing campaign! Make sure to cast your vote on the Webby Award’s Website now before voting closes on April 18 at 11:59 pm.
As a Webby shortlist, tms’ work has been singled out as best in class within its category. Congratulations to all the tms team involved in supporting Samsung for well-deserved industry recognition with bold, innovative, and engaging work
tms’ nomination recognized the Samsung Galaxy Z Fold5: Ultimate Unboxing campaign in the Event and Livestreams Category, showcasing Samsung’s superior gameplay devices by gifting four influential Twitch streamers a locked “Samsung Galaxy Level-Up Box.” This multi-level crate contains the Z Fold 5 and Tab S 9+, and streamers were challenged to open the box in an hour with the help from viewers and fellow streamers. The promotion was streamed on Twitch and resulted in great success, garnering over 1.4 million views, four times the original target, and engagement with over 5.8 million followers across social platforms.
Nominees like tms are setting the standard for innovation and creativity on the Internet. It is an incredible achievement to be selected among the best from the nearly 13,000 entries we received this year.
The 28th Annual Webby Awards will be held on May 13 in New York at Cipriani Wall Street where the winners will be announced live. Hailed as the “Internet’s highest honor” by The New York Times, The Webby Awards, presented by the International Academy of Digital Arts and Sciences (IADAS), is the leading international awards organization honoring excellence on the Internet.
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tms, Samsung, and TikTok Star Khaby partnered for holiday campaign
Samsung Electronics America teamed up with Senegalese-born Italian social media star, Khabane “Khaby” Lame to bring some extra holiday magic this past year. To remind viewers of the magic of the holidays, tms created a campaign with Samsung that encourages everyone to connect with their friends and family.
tms coordinated a partnership between TikTok creator Khaby and Samsung to create, record, and share the holiday magic through Samsung Galaxy devices. To do so, Khaby handed out Samsung Galaxy Golden Tickets to deserving winners and documented these moments throughout a mini-series. There was also an in-person event at Samsung’s flagship store, 837, in New York City on December 16, 2023, where Khaby kicked off the partnership and met with fans.
The digital campaign will run across Instagram, TikTok, and YouTube, consisting of two mini documentaries which follow Khaby on two Galaxy Golden Ticket giveaway days. Khaby travels to New Orleans to meet with TV personality John Batiste the first day, where Jon shows Khaby around his hometown and unveils a few surprises for viewers along the way!
The second video consists of Khaby traveling to Los Angeles to visit UCLA basketball player Sebastian Mack, who shows Khaby around campus and even takes him to a grueling basketball training session. Not only did viewers get an inside look at the Galaxy Golden Ticket experience, but UCLA Head Coach Mick Cronin also made a special guest appearance.
Samsung gave us a lovely brief to create an attention-winning, joy-spreading campaign, and we believe this activity with Khaby is going to deliver that in spades. We cannot wait to see how the unsuspecting winners react.
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tms and AMG partner with Samsung to create Galaxy Battles: Superverse tournament
To help launch the award-winning Samsung Galaxy Z Fold5 and Samsung Galaxy Tab S9+, we created an innovative campaign aimed to drive awareness within the mobile gaming market.
We partnered with Samsung, Supercell, Aftershock Media Group (AMG), Google Play,* and key gaming influencers, including CouRageJD and Fuslie, on the partnerships and gaming elements of the Galaxy Battles: Superverse tournament. Players competed in three games created by the Finnish publisher Supercell: Clash of Clans, Brawl Stars, and Clash Royale to determine who amongst the players are the best mobile gaming team in the USA.
A first-of-its-kind cross-game event, Galaxy Battles: Superverse gave each mobile gamer a chance to experience their favorite titles on the immersive screen of the new Galaxy Z Fold5.
We are thrilled to be working with tms on our new mobile gaming tournament Galaxy Battles: Superverse. We look forward to watching players compete in the tournament using the Samsung Galaxy Z Fold5 and Tab S9 — some of the best devices for mobile gaming.
The players who qualified have been teamed up with Supercell influencers to compete in the Grand Finals. With a cash prize pool of $100,000 up for grabs, three bundles of the brand new Galaxy Z Fold5, Galaxy Tab S9+ and Galaxy Buds2 Pro, Google Play* gift cards, and a trip to the Clash World Finals; there is plenty to compete for!
During the first three rounds of qualifiers held between August 23 and September 24, players proved themselves as Clash of Clans, Brawl Stars, and Clash Royale Champions before moving onto the Galaxy Battles: Superverse Grand Finals. The tournament’s biggest moments — the Qualifier Finals and Grand Finals — were streamed on Samsung’s YouTube channel and simulcast on Supercell influencer streaming channels.
Working with Samsung to bring a huge tournament like this to life with three of the top mobile games around in Brawl Stars, Clash of the Clans and Clash Royale is dream work. We’re thrilled to be engaging with the gaming community and cheering on the team that takes the top prize. Bring it on!
The tournament will wrap with the Grand Finals on September 30, 2023 at 3 pm CT.
Click the links below to read the full coverage:
*Google Play is a trademark of Google LLC.
The AMG team has been deeply involved in the world of Supercell games for nearly a decade, so we’re thrilled to be producing Galaxy Battles: Superverse and bringing together three of the most iconic games ever produced on the mobile platform. Witnessing this tournament unfold (literally) on Samsung’s brand-new Galaxy Z Fold5 will undoubtedly provide spectacular entertainment. It is our privilege to help our partners bring this innovative idea to life.
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