By Barry Janoff
November 6, 2013: Soccer is a global game, played in every part of the world and followed by people from all corners of the Earth.
Now comes word from Samsung Electronics that soccer may be a sport that has attracted followers from out of this world.
Samsung Electronics has unveiled a global, multi-platform marketing campaign, Galaxy 11, that will follow the journey of 11 world-class soccer players "as they come together and attempt to save Earth from alien domination."
The campaign "follows the recruitment and training of the Galaxy 11 team as they prepare for an epic “winner takes all” match on a virtual football pitch against aliens. In December, the campaign will see the entire Galaxy 11 team begin training for their "epic showdown."
Samsung said that soccer legend Franz Beckenbauer would serve as the manager of Galaxy 11. The first player, who will join the team as captain, is scheduled to be unveiled on Nov. 11 across Samsung Mobile social channels and a dedicated microsite.
Social media support includes Facebook, Twitter, Tumblr, YouTube and ChatOn.
According to Samsung, the Galaxy 11 saga will be shown via a series of chapters over the next few months through Samsung’s Galaxy devices, online platforms and social media channels. As the story continues, people "will have more and more opportunities to watch, follow and actively participate" in the campaign.
Samsung Electronics has initiated the campaign via "mysterious circles" and a Twitter #WinnerTakesEarth hashtag in such locations as Sugarloaf Mountain in Rio de Janeiro, billboards in New York City’s Times Square, soccer fields in London, as well as in the stadiums during home matches for Chelsea FC, Bayern Munich and Juventus FC.
“Football is one of the most popular sports in the world and Samsung admires the power of football as a unifying force to rally and connect a global community of passionate fans,” Younghee Lee, evp-global Marketing, IT and mobile division for Samsung Electronics, said in a statement. “Through this one-of-a-kind campaign, Samsung wants to combine fans’ universal love for football and Galaxy devices."
Beckenbauer has done "interviews" in character talking about the upcoming alien invasion and subsequent showdown with the Galaxy 11. One interview on YouTube has already been viewed more than 1.7 million times. (See it here.)
According to Beckenbauer, “I’m excited to partner with Samsung on this unique campaign and serve as the manager of the Galaxy 11 team. This is an opportunity for football fans to come together and support a common goal. Samsung has a history of creating unique campaigns that connect people around common passions and I’m looking forward to having the fans join us on this incredible journey.”