Background
After shelling out $40 million on a Superbowl spot to promote the launch of the Galaxy Note mobile device, Samsung needed online support to give the effort a longer shelf life and increase engagement with a wider audience.

Solution
The Superbowl ad featured appearances by several celebrities including Chicago football legend Brian Urlacher, supermodel Miranda Kerr, rock front man Justin Hawkins and pro skateboarder Paul Rodriguez—each of whom used a Galaxy Note during the spot. The “Win the Props Giveaway” awarded lucky winners the actual celebrity phones from the spot, complete with an autographed photo of them stored in the phone’s gallery. Samsung also gave away a slew of other props used by the celebrities during the commercial.

My Role
After creating the initial concept for the giveaway, I wrote a number of scripts featuring each celebrity to help promote the effort. I also helped oversee the development of the Facebook tab that housed the promotion.