From Marketing Week:
“Samsung is hoping the formation of a world class, Franz Beckenbauer-managed football team so skillful they can ward of the threat of a (staged) alien invasion will sell more products across its Galaxy range in the crucial run up to Christmas.
“The electronics giant began its “Galaxy 11” campaign in earnest on 21 October, placing “Mysterious Circles” and a #WinnerTakesEarth hashtag at sites across the world including Sugarloaf Mountain in Rio de Janeiro, billboards in New York City’s Time Square and the slightly less glamorous location at the football pitches of Hackney Marshes in London.
“Samsung also sent “mysterious robed individuals” displaying similar “Mysterious Circles” symbols at recent Chelsea, Juventus and Bayern Munich home matches.
“The full story of “Galaxy 11” will be revealed in a series of chapters over the coming months online and across Samsung’s social media channels – including Facebook, Tubmlr, Twitter, YouTube and ChatON – using the call to action #Galaxy11.
“Beckenbauer will reveal the Galaxy 11 team’s first “signing” on 11 November and in December fans of the campaign can watch the entire team in training for their “epic showdown” in their bid to save the earth from alien domination, apparently by playing a game of football.”
Samsung has sponsored and supported of some of the world’s most valuable football teams and associations since 2005, including Chelsea, Real Madrid, Bayern Munch, Juventus, Brazilian National Football, the Korea Football Association and the Asian Football Confederation.