Samsung Interactive 3D Cinema Advertisement

Samsung (South Korea) is using 3D and interaction to promote his brand new Galaxy S III phone in cinemas.

The campaign will run all summer long across NCM’s entire network of around 18,000 screens US-wide as part of its FirstLook pre-show package of entertainment and advertising, which should put the budget for the cinema ad component at $20 million or more (Samsung is more than doubling its 2011 budget for promoting Galaxy products this year).

Mobile Phones as Interaction Devices in Cinemas

The Spot

The centerpiece of the campaign is a two-minute-long 3D spot featuring two of the 20somethings from Samsung’s earlier campaign promoting the S II, not-so-gently mocking Apple fanboys (in which one of them reminds the other, snarkily, “Dude, you’re a barrista”). This time around, while appearing to wreak havoc on the theater from the projection booth, the guys demonstrate one of the big new features of the S III: users can share content with each other simply by tapping the phones, which employ near field technology.

Where is it possible to play? Check here.

Interaction

The campaign also includes a first-of-its-kind 3D interactive crowd motion game, designed by Audience Entertainment, running at a limited number of theaters equipped with the necessary motion sensor technology. In the game, the audience has to work together to make two phones (which appear to be “hovering” in the ether) touch to share content -- thus demonstrating the key new feature again, this time with audience participation.

Who did it?

• The Live action was produced by Geneva Film Co.
• Director:  James Stewart
• The advertising agency was Razorfish
• The interactive game produced by Audience Entertainment/NCM

Source: MediaPost.