In preparation for World Cup 2014 and to promote its Galaxy mobile devices, Samsung launched an international ad campaign that blends science fiction with soccer fandom. In late 2013, Samsung revealed a group of Earth's best players that together formed the all-star Galaxy 11 team. Led by captain Lionel Messi, they come together to save Earth from aliens in a soccer showdown, with the help of various Galaxy products. Each new star was announced via a series of sci-fi themed films, pushed out via the microsite and the players' social media channels. The story continued to unfold until the third quarter of 2014, when we finally found out if #WinnerTakesEarth.
The responsive microsite announces the new players and shows off the galactic gear.
The Galaxy 11 Team page showing the player reveal progression.
Team Technology page displaying the new Galaxy gear.
The Galaxy 11 Tumblr is populated with video clips and animated gifs building up hype for the player announcements.
Suit Up lets the viewer join the team by creating a unique player card.
Messi is announced as #GALAXY11 team captain.
Ballon D'Or 2013/2014 Cristiano Ronaldo completes the team.