By Barry Janoff
December 21, 2013: Samsung Electronics has concluded the "recruitment" phase of its "Galaxy 11" multi-platform marketing campaign and is now in "The Beginning" section of pitting 13 of the world's top soccer players — including Lionel Messi, Wayne Rooney, Cristiano Ronaldo and Landon Donovan — under the direction of soccer icon Franz Beckenbauer, against alien invaders seeking take control of Earth.
"The Beginning" is being heralded by a four-minute spot that recounts how the team was recruited and reveals some tactics on how they plan to defend the planet. The video was released on Dec. 18 and had more than 7.1 million views in the first four days.
The global campaign comes with its own microsite and a heavy dose of social media in which people were following the recruiting, can now follow and comment on the training phase and can look forward to getting an up-close and personal look at the ultimate soccer match to save Earth.
Social media destinations include Facebook, Twitter, YouTube and Tumblr. Samsung said that the combined social media following in nearing 200 million.
The Facebook page has more than 30.6 million likes. The Twitter page has almost 7 million followers.
Individual players are chiming in with their own Twitter comments. Messi is using his Facebook page, where he has some 52 million likes, to keep the public informed.
"The threat is real and we're here to meet it," tweeted Donovan, who is representing the U.S., on Galaxy 11 Twitter destination. "Aliens, you picked the wrong planet to mess with."
Added Mario Götze of Germany via a tweet, "We are ready for the epic battle of a lifetime."
As Samsung Electronics put it, "Following weeks of speculation and numerous player announcements throughout November and December on Samsung Mobile social channels, the completed Galaxy 11 roster consists of some of the greatest football talent from around the world. With a combined social media following of nearly 200 million fans, each member of the Galaxy 11 team will also provide fans with updates and exclusive content throughout the campaign, as they set out to prove, “Football will save the planet.”
Samsung Galaxy devices, such as the Galaxy Note 3 and Galaxy Gear, "will play an integral role in enhancing the team’s performance leading up to and during Earth’s ultimate showdown," according to the company/
“We’ve assembled a ‘dream team’ of top-class players from around the world to join the Galaxy 11 campaign and help bring this story to life across various channels and Galaxy devices,” said Younghee Lee, evp-global marketing, IT & Mobile Division for Samsung Electronics, said in a statement. “As the story continues to unfold, fans participation will become even more vital to our campaign. We are looking forward to bringing our passionate fans closer to the Galaxy 11 team and story through a series of upcoming socially-driven and interactive initiatives.”
The Galaxy 11 squad:
• Manager Franz Beckenbauser (Germany)
• Captain Lionel Messi (Argentina)
• Mario Gotze (Germany)
• Oscar dos Santos (Brazil)
• Wu Lei (China)
• Stephan El Shaarawy (Italy)
• Victor Moses (Nigeria)
• Radamel Falcao (Colombia)
• Lee Chung-Yong (South Korea)
• Iker Casillas (Spain)
• Wayne Rooney (England)
• Landon Donovan (United States)
• Aleksandr Kerzhakov (Russia)
• Cristiano Ronaldo (Portugal)
Samsung Gathers Super Soccer 11 Squad To Save Earth, Sell Merchandise
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