Samsung gives famous historic Dutch building a new dimension with 3D Projection

Campaign integrates Foursquare, YouTube and Dutch startup

On Thursday the 20th of May 2010, Samsung was the first to introduce a large-scale commercial 3D-Outdoor projection in the Netherlands, at the Beurs van Berlage in Amsterdam. The public was able to view the addition of a new dimension to this historic building. On the adjacent square, visitors are able to try out the new Samsung 3D LED TVs, and are offered a chance to win one of their own every night. Foursquare, YouTube and Dutch Startup are part of the integrated campaign.
New dimension crashes onto the scene
This unique 3D-Projection took place for the first time in the Netherlands. The projection interacts with the historic architecture of the Beurs van Berlage, creating a spectacular 3D visual and audio experience for those present. The new dimension takes the viewers into an alternate reality in which the building exposes some of its mysteries inside. The event took place on the 20th, 21st and 22d of May 2010. 

Foursquare, YouTube, Twitter 
Using Foursquare, viewers can check into the “Samsung 3D Event” at the Beurs van Berlage. Amongst the Foursquare users logged in during the 3 day period, an extra Samsung 3D LED TV will be raffled off. Starting June 8, the 3D-megaprojection is translated to YouTube, whereby the projection is integrated into a YouTube ‘game take-over’. It is the first time ever that YouTube will be utilised in this way. All tweets, video's and photo's of the #Samsung3Devent are collected on Twitter.      

Samsung the first commercial partner for Fees.tje (Dutch 'Foursquare') is a social network that allows users to publicise their location to their friends on the network as well as other social networks like Hyves (Dutch Facebook) and Twitter. Bystanders who check in on “” have an opportunity to win a brand new Samsung TV (right on time for the World Cup!). That made Samsung the first commercial company to integrate the location-based social network into an event. users can check in on the spot “Samsung 3D Event” via web, iPhone, Android, Blackberry and Nokia phones. Here they receive a 3D medal which serves as a reminder of the evening. The medal is simultaneously a raffle ticket, with a Samsung TV being given to one user during this event. was launched 3 weeks ago at The Next Web conference. The Samsung 3D event is, as mentioned earlier, the first event that partnered with “It’s a fun pilot. Good for Samsung, good for our users, and good for That’s exactly as it should be. We’ll be doing a lot more of these integrated partnerships with events and brands later this summer.” says Aldert Greydanus, co-founder of
Breakthrough 3D TV
Samsung is the first manufacturer to offer 3D-televisions now that the technology is standing on the verge of breakthrough. Currently, there is a range of Blu-Ray 3D films available. In the near future large sporting events will be recorded in 3D, and cable-TV companies like UPC and Ziggo are working on readying content. Other TV-manufacturers will soon follow with 3D-TVs, and 3D-games will be emerging. Samsung 3D-TVs already offer the possibility of upgrading programs from 2D to 3D – from the BBC World Service to Sesame Street. 


Media agency Starcom (part of Starcom/Publicis Group) is end responsible for the strategy, concept and implementation of the Samsung 3D LED campaign for 2010. Advertising Agency MUSE Amsterdam is responsible for concept, design and production of the 3D event at Beurs van Berlage, social media and YouTube. 
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    Karlijn van den Berg
    Digital Strategy
    Mensinge 2
    1083HA Amsterdam
    +31 (0)6 14774971
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    Richard van der Wilk
    Digital Strategy Director
    Danzigerkade 23B
    1013 AP Amsterdam
    +31 (0)6 52664235
Over Samsung 3D Event

MUSE Amsterdam en Starcom

Media agency Starcom (part of Starcom/Publicis Group) is end responsible for the strategy, concept and implementation of the Samsung 3D LED campaign for 2010. Advertising Agency MUSE Amsterdam is responsible for concept, design and production of the 3D event at Beurs van Berlage, social media and YouTube. 

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

Credit list

Client: Samsung Electronics Benelux
Marketing Manager: Raymond Mesterom (AVD)
Product Manager: Hans de Jong (TV)
Online Manager: Monique van Overveld (Cheil)

Media Agency: Starcom
Digital Strategy Director & Client Services: Richard van der Wilk
Director Digital Operations: George Goudsblom
Senior Digital Planner: Sabine Poort Senior
Media planner: Suzanne Bertus

Agency: Muse Amsterdam
Creative director: Sander Ejlenberg
Art-director: Liat Azulay
Digital Strategy: Karlijn van den Berg
Designer : Elano Collaço
CSD: Michael Littaur
Account: Julien Rappy
Production: Wouter Donkers
Development: Media Monks