Samsung, Offical HDTV of the NFL, Launches “How I See It” Marketing Campaign by Putting Football Fans on TV

<August 27, 2008>Samsung Electronics America Inc., announced today a major fully integrated marketing campaign that puts the fans in the action by inviting them to tell their favorite NFL stories with fan stories and videos that tell “How I See It.”

One lucky fans story will be told in a professionally produced commercial created by NFL Films telling the winning fans story about “How I See It.” The commercial will air during the pregame show before Super Bowl XLIII, February 1, 2009.

Fans can tell any type of story that explains what is significant to them about the NFL experience, including any pre-game rituals they may have, as well as any defining stories from all of the NFL’s history.

From November 20, 2008 to January 4, 2009, select videos will be posted on NFL.com’s dedicated Super Ad website. Visitors to the website will then vote for their favorite video at the “Super Ad: That’s How I See It” site. It is from these votes one winner will be selected to be created into a commercial that will air during the Super Bowl’s pregame show.

Samsung will additionally support the campaign with a series of four different advertisements portraying different accounts of fan’s unique relationship with the NFL. These ads will also, of course, highlight various features of Samsung televisions.

Samsung has also created a fan web microsite at www.samsung.com/howiseeit. Here, fans will find a wealth of content including fan stories, interactive features, and purchasing advice from celebrities and athletes.

In a twist, Samsung will offer shoppers an opportunity to receive recorded telephone messages from celebrities like Regis Philbin, Alice Cooper, and various football stars, targeted at spouses to encourage them to allow a purchase of a Samsung television. The recording will include individually specific information.