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Special Project

Special Project
From the 10th Annual Shorty Awards

The Checkdown Samsung Galaxy Note S Pen Drawings

Entered in Branded Series


The Checkdown is a social-driven football-focused digital and social media property focused exclusively on "social news," with a steady stream of stories that fans are, or will be, talking about right now.

In collaboration with Samsung, the S Pen series integrates product into creative activations with The Checkdown. In line with The Checkdown's player driven, off-beat social programming, the S Pen Series is a collection of digital "doodles" that imagine NFL players outside their reality.

Strategy and Execution

The focus of the S Pen series is to leverage the relationship with The Checkdown to visualize the S Pen's functionality in a creative, inspiring way to football fans.

Each week of the NFL season, our in-house designer used the S Pen stylus to transform photos of NFL players captured by Live Content Correspondents on Samsung devices into out of this world caricatures. The weekly series was focused on characterizing the players with a unifying theme to show the potential and functionality of the S Pen. Through graphics and time lapse videos, we were able to show how a game day photo with only a bit of creativity (and talent) could become a detailed cartoon depicting NFL stars in Medieval times or even outer space.

To promote the branded series, weekly multi-photo and carousel posts were shared across The Checkdown's social media channels, and amplified by @NFL official handles. In every social post, gallery links were also included to drive traffic to, which is presented by Samsung.


By showcasing the S Pen's functionality in different creatives, The Checkdown gave fans a glimpse of the various features of the S Pen. From positive engagement from fans, to reposts by NFL players, the S Pen series has proved to be a fan favorite. In under four months, the series garnered:

  • 50.6M social impressions across Facebook, Instagram, and Twitter
  • 3M social engagements across Facebook, Instagram and Twitter
  • Helped overall Samsung partnership goals over perform by 93%
  • Performed higher than any other sponsored content on the @NFL channels


Video for The Checkdown Samsung Galaxy Note S Pen Drawings

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