Samsung Answers Mystery Surrounding #WinnerTakesEarth

Nov 11, 2013

Samsung’s Global GALAXY 11 Campaign, Chronicles Journey of World’s Best Football Players to Save the Planet from Alien Domination

Singapore, 11 November 2013 – Samsung Electronics Co., Ltd today launched a global, multi-platform marketing campaign, GALAXY 11. The fantasy-inspired, football-themed campaign will follow the journey of 11 top-class football players as they come together and attempt to save Earth from alien domination. Samsung has enlisted international football legend, Franz Beckenbauer, to serve as the manager of GALAXY 11, and he has since recruited Lionel Messi to join the team as captain.

The story of GALAXY 11 will be revealed in a series of chapters over the coming months and brought to life across Samsung’s GALAXY devices, online platforms and social media channels. 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. As the story continues to unfold, fans from around the world will have more and more opportunities to watch, follow and actively participate in the immersive and multi-layered campaign.

A longtime supporter of football around the world, GALAXY 11 represents the latest example of Samsung’s approach to developing innovative campaigns that leverage its people-inspired technology while uniting fans’ passions, helping to enhance everyday experiences in new and unexpected ways.

“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,” said Younghee Lee, Executive Vice President of Global Marketing, IT & Mobile Division at Samsung Electronics. “Through this one-of-a-kind campaign, Samsung wants to combine fans’ universal love for football and GALAXY devices. We hope that this campaign stimulates our fans’ imagination and inspire engagement.”

Mysterious Circles & Mysterious Robes Were Just the Beginning

Since October 21, football fans from around the world have taken to social media with enthusiasm and intrigue to discuss the meaning of Mysterious Circles and the #WinnerTakesEarth hashtag appearing on iconic locations including Sugarloaf Mountain in Rio de Janeiro, billboards in New York City’s Times Square and football pitches at Hackney Marshes in London. Curiosities were peaked following the sightings of mysterious robed individuals, all displaying similar symbols, at recent home matches for Chelsea FC, Bayern Munich and Juventus FC.

Most recently, an interview video with Franz Beckenbauer appeared on the Mysterious Circles YouTube channel, discussing his plans to assemble a team of the best footballers in the world..

“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,” said Franz Beckenbauer. “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.”

Over the coming weeks, Samsung will reveal each of 11 players that will make up the GALAXY 11 team. In December, the world will be able to watch and follow the dramatic journey of the entire GALAXY 11 team as they begin training for their epic showdown.

Following the Journey of GALAXY 11

Samsung’s Football Legacy

Since 2005, Samsung has been involved in some of the most prominent and visible football properties. Current relationships include: Chelsea FC (EPL), Real Madrid FC (La Liga), Bayern Munich FC (Budesliga), Juventus FC (Serie A), CBF (Brazilian National Football), KFA (Korea Football Association), AFC (Asian Football Confederation), CAF (Confederation de African Football) and many other national teams.