Samsung's "franchise" campaign takes soccer out of this world

12/18/2013 | New York Times (tiered subscription model), The

Samsung Electronics is promoting its Galaxy line of mobile devices with an international marketing campaign of soccer stars coming together to fight aliens. A slate of online video ads have garnered more than 10 million views and the latest, launched this week, links to a new microsite for the Galaxy 11. "What we've done is looked at this almost as a franchise with a group of superheroes," said R/GA San Francisco Executive Creative Director Rob Smiley.

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New York Times (tiered subscription model), The

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