Samsung knew that most tablet and smartphone users can’t tell you whether a dual core processor is a good thing or even if tethering matters to them. In order to show how its
products help people, Samsung launched Project Teamwork with SMG. Project Teamwork was a global digital series and experience in partnership with ESPN International. Sport is a universal language and
Samsung gave products to athletes to give consumers a global test drive of the products. After the campaign, 40% more people said they prefer Samsung.