Ultimate Gamer

Although it might at first seem a strange statement, some brands are occasionally more prominent than consumers realise. This paradox between popularity and recognition was exactly the position in which Samsung found itself in the US. Despite ranking as the #1 manufacturer of mobile phones and televisions in the US, the brand lacked that strong “human” connection with consumers.

Samsung needed to connect with a young, tech-savvy audience, and in particular the early adopter crowd, who would influence the wider market.

Back in 2000 Samsung had been a founder partner of the World Cyber Games (WGC), regarded in gaming circles as the “Olympics of gaming”. Although the WGC had grown to 1.8m participants across 80 countries, the WGC had yet to gain a proper presence in the US market.

Using the WGC as a way of accessing that crucial young tech market, Samsung chose to use the platform of competitive gaming to foster an emotional connection with young adults, and establish the brand as exciting.  As a brand, Samsung’s reputation lay in its utilitarian nature, a reliable technically superior – but functional brand. By involving itself heavily with the “gaming Olympics”, it was able to compliment this technical reputation with a sense of cool.

Using the WGC platform, Samsung created a gaming reality show – WGC Ultimate Gamer – that aired on Syfy and USA networks. Broadcast in primetime schedules, the show pitched 12 contestants against each other in a series of challenges, the winner being crowned “Ultimate Gamer”.  Physical challenges took place in a custom build Samsung stadium.  Facebook pages, an Xbox Live presence and Twitter feeds complimented the program during its 8-week run, where viewers could find out more about the contestants, and their struggles to win the $100,000 prize.

US web traffic to the WGC site increased 1,624% during the course of the series, and 25% of viewers surveyed stated an increased purchase intent for Samsung products. The program also converted 80% of viewer opinions about Samsung, who now regarded the brand as exciting and imaginative.

As owner of the Ultimate Gamer idea, Samsung has transferred the series to Spain, India and Australia. A second series was also commissioned in the US.