Samsung Mobile Reaches 8MM Targeted Consumers Each Month by Inviting Them to Join the Conversation Online through Social Media

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Brand Connections launches one of the first venue based advertising campaigns linking off-line media to the online world

We chose to feature the Galaxy S portfolio in this in-flight media campaign because it delivers carefully targeted brand messages, reaching valuable, on-the-go consumers in a relevant, clutter free environment, when they are most receptive to receiving a message.

Brand Connections, one of the largest marketing and media companies in the U.S., announced today that Samsung Telecommunications America (Samsung Mobile) is utilizing in-flight TV to drive consumer conversations online.

Starting last month, passengers that receive TV programming through Brand Connections in-flight network will see an exclusive message offering travel tips online. Passengers who see the digital ads are directed to visit Samsung Mobile’s Facebook page (http://www.facebook.com/SamsungMobile) to check out travel tips, write their own and share them with friends.

This is one of the first venue-based advertising campaigns executed by Brand Connections to extend the story through social media by linking offline tactics to the online world.

“Samsung Mobile is doing an outstanding job owning the medium, providing consumers with something of value and inviting them into the conversation to extend the story online”, said Sherry Orel, president of Brand Connections.

“At Samsung, we are excited about extending our in-flight campaign with social media messaging,” said Paul Golden, chief marketing officer of Samsung Mobile. “We chose to feature the Galaxy S portfolio in this in-flight media campaign because it delivers carefully targeted brand messages, reaching valuable, on-the-go consumers in a relevant, clutter free environment, when they are most receptive to receiving a message.”

During the development of this campaign, Brand Connections engaged in an exclusive partnership with Organic Spread Media to develop the social media extensions for the campaign, including a travel tips sharing application on Facebook. According to Tim Fogarty, Chief Strategy Officer at Organic Spread, social tools make for natural extensions to out of home media.

"Consumers don't go to the social web to talk about brands; they talk about their experiences and reactions to the world around them,” said Fogarty. “Out of home media is incredibly strong in creating branded experiences; it's only natural to link those experiences to the places consumers share their lives."

About Brand Connections
Brand Connections is one of the largest marketing and media companies in North America focused on reaching consumers in a variety of venues. The company's targeted media, product placement and experiential marketing products connect national advertisers with hundreds of millions of consumers in environments such as airlines, hotels & resorts, outdoor sports & recreation centers and colleges & universities. Since 1997, Brand Connections has connected more than 400 national brands with over 1 billion consumers. Brand Connections is backed by one of the largest global media-focused private equity firms, Veronis Suhler Stevenson.

About Samsung Telecommunications America
Samsung Telecommunications America, LLC, a Dallas-based subsidiary of Samsung Electronics Co., Ltd., researches, develops and markets wireless handsets and telecommunications products throughout North America. For more information, please visit http://www.samsung.com.

About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2009 consolidated sales of US$116.8 billion. Employing approximately 188,000 people in 185 offices across 65 countries, the company consists of eight independently operated business units: Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, Digital Imaging, Semiconductor and LCD. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit http://www.samsung.com.

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Beth Spallone
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