Samsung wanted to highlight the cutting-edge camera capabilities of its flagship smartphone, the Galaxy S23 Ultra, by creating an innovative, real-time fan engagement experience during a major football match.
The goal was to allow football fans in the stadium to showcase their match-day celebrations through the S23 Ultra’s advanced camera technology, amplifying their excitement on the big stadium scoreboard LED screens. This campaign not only engaged fans in real-time but also highlighted the phone’s incredible camera speed, video quality, and connectivity.
Samsung’s FanFrame campaign set a new standard for real-time stadium LED activations in UK football in 2023. Designed to showcase the imaging capabilities of the Samsung Galaxy S23 Ultra, the campaign transformed match-day celebrations into a live, fan-generated broadcast — displayed directly on the stadium’s large-format LED scoreboard screens in real time.
Rather than relying on pre-produced advertising content, FanFrame placed the Galaxy S23 Ultra directly in the hands of supporters, capturing the raw energy of match-day moments and broadcasting them live within a dynamic 3D model of the phone itself on the stadium screens. The result was an activation that felt genuinely participatory for fans in the ground whilst demonstrating the phone’s headline camera capabilities to tens of thousands of people simultaneously.
Samsung
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Concept: Fan-Generated Content on Stadium LED Screens in Real Time
The creative concept behind FanFrame was elegantly direct: give fans the tool, let them create the content, and broadcast it live at stadium scale. Selected supporters were provided with Samsung Galaxy S23 Ultra handsets during the match and invited to capture their own celebrations, reactions, and match-day moments using the phone’s advanced camera system.
Those fan-generated video feeds were transmitted in real time to the stadium production system and displayed live on the LED scoreboard screens, embedded within a rendered 3D model of the Galaxy S23 Ultra. The phone itself became the frame — a moving, breathing showcase of the device’s capabilities presented at a scale visible to every supporter in the ground.
This approach solved a fundamental challenge in sports sponsorship activations: how to create a product demonstration that feels authentic rather than interruptive. By making fans the content creators and the stadium screen the canvas, FanFrame turned a brand moment into a genuine part of the match-day experience rather than an advertising break from it.
Showcasing the Galaxy S23 Ultra: 108MP Camera, 8K Video and 5G Connectivity
The FanFrame activation was designed to demonstrate three specific capabilities of the Samsung Galaxy S23 Ultra in conditions that no controlled studio environment could replicate: a live football match, under floodlights, in a packed stadium, with tens of thousands of people present.
The phone’s 108MP camera captured fan celebrations with a level of detail and clarity that translated powerfully to the stadium’s large-format LED screens. 8K video recording ensured that footage displayed at scoreboard scale retained its sharpness and colour accuracy, even when broadcast at dimensions far beyond those of a conventional screen. Seamless 5G connectivity enabled the real-time transmission pipeline that made the activation possible — fan-captured footage moving from handset to broadcast output in seconds, without perceptible delay.
Each of these capabilities was not merely mentioned but visibly demonstrated in front of an engaged live audience. For supporters who witnessed their own footage appear on the stadium screens moments after capturing it, the experience created an immediate, visceral understanding of what the Galaxy S23 Ultra could do that no advertisement could replicate.
- Goals:
◦ Product Showcase: Demonstrate the superior camera quality, real-time performance, and seamless video sharing capabilities of the Samsung Galaxy S23 Ultra.
◦ Fan Engagement: Create a memorable and interactive fan experience that connects the audience in the stadium with the digital screens, enhancing the match-day atmosphere.
◦ Brand Awareness: Strengthen Samsung’s reputation as a leader in innovative smartphone technology, particularly among the highly engaged football fan demographic. - Production:
◦ Interactive Real-Time Advertisement: A dynamic 3D model of the Galaxy S23 Ultra was displayed on the stadium LED screens, showcasing its sleek design and features.
◦ Fan-Generated Content: Selected fans used Galaxy S23 Ultra phones to capture real-time video feeds of match-day celebrations, which were broadcast live on the stadium’s screens inside the 3D phone model.
◦ Highlighting Key Features: The campaign emphasised the 108MP camera, 8K video recording, and seamless 5G connectivity to highlight the phone’s advanced capabilities.
◦ Amplification on Social Media: Fans shared their clips on social media, which Samsung integrated into its digital marketing strategy - Results:
◦ Fan Engagement: Over 200 fans participated in the live activation, generating a 92% increase in brand recall for Samsung.
◦ Product Awareness: 28% increase in purchase intent for the Galaxy S23 Ultra among attendees.
◦ Media Impact: 15% uplift in website traffic to the product page, with campaign videos earning over 2 million views in a week.
Results: 92% Brand Recall Uplift and 2 Million Campaign Video Views
The Samsung FanFrame campaign delivered measurable results across brand, product, and media metrics that significantly exceeded typical sports sponsorship benchmarks.
Over 200 fans participated directly in the live activation during the match. Brand recall for Samsung among attendees increased by 92%, reflecting the powerful impression created when product demonstration is embedded within a genuinely memorable live experience rather than delivered through conventional advertising formats. Purchase intent for the Galaxy S23 Ultra rose by 28% amongst attendees — a figure that underlines the commercial effectiveness of experiential product showcases over passive brand exposure.
Beyond the stadium, the campaign’s social media dimension amplified its impact considerably. Fans shared their clips across their own channels, feeding into Samsung’s broader digital marketing strategy and generating campaign video views of over 2 million within the first week of broadcast. Website traffic to the Galaxy S23 Ultra product page increased by 15%, demonstrating a clear and measurable connection between the live activation and downstream commercial intent.
Real-Time Production Pipeline: From Fan Handset to Stadium Screen
The technical backbone of FanFrame was a real-time production pipeline capable of receiving live video feeds from multiple Galaxy S23 Ultra handsets simultaneously, processing them through a broadcast-grade rendering system, and outputting the final composited image to the stadium’s LED scoreboard screens — all within a latency window that felt instantaneous to supporters watching in the stands.
The 3D model of the Galaxy S23 Ultra displayed on the stadium screens was not a static graphic but a dynamically rendered environment that responded to the incoming fan footage in real time. As different supporters captured different moments, the display shifted accordingly, creating a continuously evolving visual that maintained audience attention throughout the activation window.
The pipeline was built to operate reliably within the demanding technical infrastructure of a professional football stadium — integrating with existing broadcast systems, adhering to venue production protocols, and delivering consistent performance across the full duration of the match without interruption.
Related Stadium and Sports Brand Activations
Explore more sports and brand activation work from ex1t.one:
- Royal Ascot Sunpath– Sun-synchronised 35-metre LED installation for a heritage sporting event
- Commonwealth Games Perry’s Trail – Real-time interactive activation across Birmingham for Birmingham 2022
- Ocean Outdoor Virtual Studio – Real-time broadcast environment expanding audience reach by 500%
ex1t.one’s Approach to Sports and Live Brand Activations
ex1t.one designs and delivers real-time brand activations for major sporting events, combining live production expertise with narrative-driven creative direction to create experiences that engage audiences in the moment and generate measurable brand impact beyond the venue.
The Samsung FanFrame project demonstrates what becomes possible when product demonstration is treated as a storytelling opportunity rather than an advertising placement. By putting the Galaxy S23 Ultra directly into the hands of supporters and broadcasting their footage at stadium scale, the campaign created a product showcase that was simultaneously a genuine fan experience — the most effective kind of brand activation there is.
Our work in live sports and event environments draws on deep experience in real-time rendering, broadcast integration, and large-format LED production across venues throughout the UK and Europe. For further reading on fan engagement and experiential marketing in sports, visit the Event Marketing Institute’s research resources.