BOSTON, MA: Samsung Electronics America has taken its 2024 Red Bull collaboration to new heights in a campaign in collaboration with creative agency tms.
The Red Bull Cliff Diving World Series in Boston was part of a yearlong strategic partnership facilitated by tms between Samsung and Red Bull. Through the collaboration, the Samsung Galaxy S24 Ultra takes the role of ‘Official Smartphone Action Camera’ at multiple events, where Samsung empowers Red Bull athletes to push boundaries, while also allowing fans to feel like they are part of the action.
Secured by tms, the partnership was based on the knowledge that the fast-paced, intense action of Red Bull’s extreme events was the perfect way to demonstrate the Galaxy S24 series’ great image capture capabilities.
Taking place at the Institute of Contemporary Art in Boston, the Red Bull Cliff Diving World Series saw men and women compete to earn maximum championship points. A judging panel reviewed each diver’s acrobatics and artistic moves during their dives, with male competitors launching from a 27m high platform and female athletes from 21m. Elite cliff divers from around the world showed off their talents, including Ellie Smart and Carlos Gimeno, who have both competed in prominent global competitions like the Red Bull Cliff Diving World Series.
To create the cliff diving campaign content, Galaxy S24 Ultras, featuring Galaxy AI, were placed by tms and Samsung in locations where they captured never-before-seen angles and shots of the action, giving fans an unprecedented opportunity to see what the elite high divers experience.
This event was live on ESPN+, and a 1-hour show aired on ESPN, with content highlights shared on Samsung social, Red Bull social, and a few of the competitors’ social channels.
At the end of the event, two champions emerged: Women’s winner Rhiannan Iffland and Men’s winner Aidan Heslop at the Red Bull Cliff Diving World Series stop in Boston.
Further activity is taking place later in the year at Red Bull’s Night Fire Air Force project and Red Bull Rampage, the famed big-mountain freeride mountain bike competition in southwest Utah.
“This is the perfect way to show what the Galaxy S24 Ultra can do,” said Simon Callan, Head of Partnerships, Influencers, Samsung Electronics America. “By positioning our Galaxy S24 Ultra devices in locations that gave viewers never seen before angles and shots of the competition, tms was able to create some really exciting and unique content for fans of this exciting cliff diving sport.”
Ed Lancaster, SVP, Client Engagement Director – North America Portfolio at tms, said: “For fans of extreme sport, this partnership formed by tms provided an opportunity for a captivating activation with Samsung, and Red Bull to push the boundaries and showcase what they do best. Through a non-conformist event which is further augmented thanks to outstanding image-capture capabilities, we successfully immersed fans into the action. The impeccable visuals captured with the Galaxy S24 series takes event imagery to new heights.”
The partnership kicked off in early 2024 with Red Bull Magnitude, the world’s first women-only digital big wave surf competition. Taking place on the Hawaiian Islands of Oahu and Maui, this has allowed Samsung to lean on a global partner (Red Bull) for the announcement of their new S24 Ultra. The partnership featured the top female big wave surf stars from around the world all competing for a top prize sponsored by Samsung all while integrating the new S24 to their training and competing regimen.
- Credits
- Account Director Katie Samuels
- Account Managers Kiki Nesic, Sophia Martin
- Brand Partnerships Sam Shapiro
- Production company Red Bull/Transition
