Papa John’s Gives A Year Of Free Pizza To Mattress Shoppers

Papa John’s is giving mattress shoppers free pizza for a year as part of a partnership with retailer Raymour and Flanigan.

From May 30 to June 13, customers who purchase a mattress from Raymour and Flanigan will receive a voucher for free Papa Johns pizza for a year. The offer is good on “most” mattresses, including Tempur-Pedic, Beautyrest, King Koil, Serta and others.

According to the Raymour and Flanigan promotional website, an alternate pizza provider will be offered to customers in Rochester, NY.

Neither brand offered an explanation for this unusual team-up, other than the campaign slogan, “Mattresses shouldn’t come in a box—pizzas do.” This is Papa John’s first partnership with a mattress retailer.

The 30-second video campaign attacks companies that offer mattresses online, shipping the product to consumers without allowing them to view them in a showroom. The clip shows a couple eating Papa John’s pizza and wondering why anyone would risk buying a mattress in a box that they have never seen before.

The global mattress market is expected to reach $43.1 billion by the year 2024, according to Transparency Market Research. Traditional retailers face mounting competition from direct to consumer brands like Purple, Leesa and others that target young consumers on a budget.

Direct-to -onsumer mattress brand Nectar Sleep claims to sell more than 1,000 mattresses per day and garnered revenues of $55 million during its first year.

As for Papa John’s, the company may be taking a hit on the price of pizza in order to return to the public’s good graces.

Papa John’s found itself under public scrutiny after its CEO John Schnatter voiced his concerns about NFL players staging a protest during the National Anthem. Papa John’s pulled the NFL logo off its boxes and commercials, but Schnatter apologized when stocks dropped 12 percent.

In February, Papa John’s announced that it will no longer be the official pizza for the NFL, after which stocks fell seven percent.

It Cannes Be Done: Mastering The Art Of Networking At Global Events

Written By Rebecca Everts, general manager, digital marketing at Comexposium

Your storied industry career is thriving. You’ve any number of accomplishments to count and share. A long list of lessons learned and parlayed to others in your midst—your teams, clients, partners and others. Your opportunities continue to multiply. You can see your past, present and future clearly, with a sense of stability and path. Sound like you?

Well, let’s just take a minute and think about what factors into your living success story. Your upbringing? Of course. Education prior to entering the working world? Yes. Talent and skill? Sure. Your concrete accomplishments and feathers in the cap? Check. Reputation and integrity? If you are doing things right—absolutely. Assuming all of these things have played together to write your professional industry story, there is another underlying value that must be present and strong: your network. It’s your bedrock.

Networking in its truest sense is more than a roster of contacts. It’s an interconnected system that you have nurtured, kept warm, sparked with favors of your own, currencies exchanged over time, possibly even decades. And, it continues to yield. There is always a mixed art to this. Some of effective networking is innate; some is learned, from those whose ability in this area inspires you. Your chiefs, mentors, friends, peers.

But, for most of us, day in and day out—networking happens virtually via LinkedIn, email, social and other micro-communications or in the context of local, regional or national events, conferences and a flurry of circles tied to your work. And then comes Cannes.

So, what about the large global event—something of such scale and diversity—makes the imagination run wild with possibilities? Cannes has become a major global hub for our industry at the cross-roads of advertising, creative, media, technology and innovation, drawing worldwide attendees to the South of France. It’s teeming with contacts, relations, potential new business and partnerships—and there are a lot of yachts. There should be no greater networking opportunity to help spring your own network to the next level, come July, when Cannes wraps.

Before we head out to MMS Yacht @ Cannes, we thought we’d take a pause, before we all jet, to pinpoint the aspects of the art of networking in this global context. So, we asked several frequent Cannes goers—executives in media, entertainment and global business consulting for a little bit of advice. See how these resonate with you as you plan your week:

Creating Intimacy Amid The Noise

When the scene is so massive, you might have one of two reactions: 1) I am going to slay this thing. I will be everywhere, and bring home unimaginable bounty. 2) This is too huge. I will stick with “my people” in order to maintain focus. I’m sure it will work out. It usually does.

There is middle ground here. Seasoned global event (a la Cannes) goers will tell you it’s about creating or joining smaller gatherings, finding micro-touch points in the middle of it all. Your own way, if you will. It’s about having a plan and a specific, diverse dance card going in. “Cannes is about creativity and connections. For the latter, focus on small meetings versus mass forums, whether at a table on the Carlton Terrace, rosé on a Yacht or canapés, always remembering amid a distributed event of this scale, one-to-one conversations remain key,” wisely shares Sean Finnegan, partner, Chameleon Collective.

Balance Your Inner Circle With New Blood

The above advice on venturing out is not to dismiss the value of your known and friendly forces. But, the global event is to some extent about expanding your circles, using that known force for greater good. It’s important to rely on the people you know as foundational but devote real networking time to growing the branches of your network. Events like this are the perfect opportunity to transport your network to the next level.

“I’m never opposed to engaging someone new, but I’ve found that getting face time at a large event with an exec I want to meet becomes infinitely easier when there’s a friend that can make the intro for me. There’s just a trust there you can’t beat. A lot of times, I will not have even been looking for a new connection but it comes up in the natural flow of conversation when you discuss how you want to be in business with someone. Maybe I can’t help you with this, but I know someone who can. As a bit of an introvert, those select people in my inner circle who are well-plugged into the scene are invaluable. I think about this whenever in large networking situations like this—the connections between the two,” says Fred Lee from CJ E&M.

“Having a number of people you know will be there is a great ‘base camp’ to rely on. These are people you can meet up with at parties or screenings and socialize with, but they also have all of the people they know and are using as their own ‘base camp.’ It’s always far more beneficial to you to have a friend or colleague facilitate the introduction, even in a casual environment such as an after-party,” suggests Seana Diemer Iwanyk from Grey Matter Productions.

Let Your Reputation Precede You

With all the time you’ve spent tending to your network, it’s important to not lose sight of yourself in the noise. Be who you are, keep your integrity and don’t get caught up in the noise—always focusing on meaningful exchanges. Don’t let the dissonance of “it all happening” confuse your focus. Don’t chase fun. Be present in every conversation.

“In an era where purpose and mindfulness are the new normal, make sure to own and embrace the highest potential and authenticity of who you are. To get the most out of your experience, be present, engaged and look to have meaningful conversations. Yes, even in Cannes, this is possible!” Jessica Joines, founder & CEO, Consciousness Economy.

And finally, as you pack for your journey, it’s worth suggesting: pack light but well. Looking ahead to all the networking you will surely do and enjoy, keep focused in what you you plan to share, discuss, put out there, not packing and taking your whole spiel, repertoire or agenda.

“Cannes is an incredible place to connect because finally everyone is in the same four block radius and not worried about traffic on the 405. But, you must be much more targeted, concise and deliberate about the time you get with people. There is not a lot of room for idle chit-chat and general conversation. You should have a strategic plan of attack of what you want to say when you get in front of the people that can help you. Somewhere between an elevator pitch and a traditional pitch meeting. A ‘Cannes Pitch’ so to speak. Something that gets to point and shows you have a complete understanding of your idea without getting into the weeds. Unless of course they ask for the weeds and then you better be prepared for that as well. Basically, as always, be prepared for anything, but plan to be brief, compelling and unforgettable,” says Zack Parker founder of A 10 East Productions, producer of 2018 SXSW Best Narrative Feature Thunder Road.

Senior brand and agency marketers that will be attending Cannes Lions this year, request your exclusive VIP comp pass to the MMS Yacht @ Cannes Lions by clicking here. Once the application is submitted, you’ll receive confirmation of your status within 48 hours and choose from a selection of days between 6/18 and 6/22 where you’ll network in luxury with other marketing leaders.

See you by the seaside at MMS Yacht @ Cannes. We look forward to connecting there and sharing a little social art of the network, keeping some of the wise words from the frequent global goers above in mind.

Teenagers Prefer Snapchat, YouTube Over Facebook, Study Finds

Teenagers in the US spend most of their time on Snapchat, Pew Research found, illustrating a shift in the social media landscape over the last three years.

Facebook is no longer the most popular social network for America’s youth, according to a new study by Pew Research. “Teens, Social Media and Technology 2018” examines the online habits of US teens between the ages of 13-17 based on surveys conducted in March and April of this year.

When ranking social media platforms US teenagers use the most, Snapchat is third on the list following YouTube and Instagram. However, 35 percent say they use Snapchat most often—more than any other social network.

Snapchat is appealing to more teenagers than three years ago, with 69 percent using the app in 2018 compared to 41 percent in Pew Research’s 2014-2015 survey. Despite general displeasure over the app’s redesign, the study shows that users are still willing to spend time on it.

Just over half—51 percent—of respondents say they use Facebook, compared to 71 percent in 2015. More teens are using Instagram than three years ago, however, at 72 percent compared to 52 percent.

YouTube is visited the most by teenagers in the 2018 study, at 85 percent, with 32 percent saying they use the site most often. Pew Research notes that YouTube was not listed as an option on its 2015 survey, so comparisons are not available.

“This shift in teens’ social media use is just one example of how the technology landscape for young people has evolved since the Center’s last survey of teens and technology use in 2014-2015,” said Pew Research alongside its findings.

Teenagers are more connected than three years ago, with 95 percent owning or having access to a smartphone. This constant access has 45 percent online almost constantly.

The shares of teens who use Twitter and Tumblr are largely comparable to the shares who did so in the last survey. Twitter users dropped one percent to 32 percent and Tumblr dropped from 14 to nine percent. Vine (RIP) was used by 24 percent of teens in 2015, but not included on this year’s survey for obvious reasons.

Michael Phelps Dives Into Mental Health Advocacy With Talkspace

Champion swimmer Michael Phelps has partnered with online therapy provider Talkspace for a national TV campaign that addresses the stigma of mental illness.

Talkspace connects users with a licensed therapist that can be reached with a computer, tablet or smartphone. By sharing his story of depression and anxiety, Phelps said that he hopes to encourage others to seek help. In addition to being the Talkspace spokesman, Phelps is joining the company’s board of advisers to help direct the company’s ongoing strategy.

“[Phelp’s] deep knowledge of the mental health advocacy world, as well as his commitment to data-driven improvements in the field, will be invaluable to the Talkspace Advisory Board as we work to make Talkspace a key part of how people manage their mental health,” Talkspace CEO Oren Frank said in a statement.

Mental health has frequently risen to the top of public conversation in recent years, from demanding socialized healthcare access, a possible link to mass shootings and even the impact of social media usage. While the subject of mental illness has become more commonplace, stigmas and misconceptions still exist.

The biggest message that Talkspace wants to impart is that depression can happen to anyone. Michael Phelps said that in 2014, he “lost all hope,” despite becoming one of the world’s most successful athletes.

In his TV spot, Phelps said that after spending five days in his room and contemplating death, the decision to seek therapy saved his life. The spot was released in time for the end of May, which is Mental Health Awareness Month.

A number of brands have used cause marketing to spread awareness of mental health issues and encourage consumers to seek help when needed.

Last year, Instagram started a campaign called #HereForYou that highlights users that have created mental health communities on the platform. A video highlights three users who share their struggles and stress the importance of reaching out for support.

Each January in Canada, Bell hosts a fundraiser to raise money for mental health services in the country. For every use of the hashtag #BellLetsTalk, Bell donates five cents to a mental health organization in the region and keeps the conversation going on social media throughout the year.

Announcing ‘Fallout 76,’ Bethesda Earns $210,000 EMV With One Tweet

Bethesda has long proven itself as a savvy player in the capricious attention game, drip-feeding its fans hints for teases for announcements to maximize conversation while minimizing information. On Tuesday, with a gif, a bobblehead and a Twitch stream, the game publisher created a textbook case of hype generation for its latest game, Fallout 76.

In 24 hours, Bethesda generated over $200,000 in organic social media engagement, garnering 60,000 Retweets and close to 150,000 likes on a single Tweet. That’s more than triple the amount of engagement Bethesda’s official Twitter account generates in an entire month.

“Earned media” is the value of engagements a brand receives across channels as a result of their marketing efforts. To help quantify what the value of those engagements is worth, Ayzenberg Group established the Ayzenberg Earned Media Value Index (AEMVI) and assigned a quantifiable dollar amount for marketing gains a brand receives from a campaign or individual engagement that includes social media networks and similar digital properties.

(Editor’s note: AListDaily is the publishing arm of Ayzenberg Group. To read the updated AEMVI report reflecting the rapid changes in social, click here.)

The stream, which focuses on a Vault-Tec bobblehead and a TV displaying a flickering “Please Stand By” message, is occasionally interrupted by other teases, such as a man wandering through the frame wearing the game series iconic “Pip-Boy” wrist accessory and a ‘Punch and Judy’-esque Vault Boy puppet.

Even as comments roll in faster than one could possibly read them, begging for more information and speculating on the content of Bethesda’s presumable announcement, the company remains tight-lipped. So far, the only information about the announcement came from Obsidian, one of Bethesda’s developers, to say that the stream has nothing to do with them. The mystery remains.

Bethesda pulled a similar stunt just earlier this month to announce Rage 2, commenting on a leak from Walmart Canada, following up with a few cryptic messages leading up to a full announcement. These hype-building lead-up tweets were fundamental to the marketing of the game—Bethesda’s original tweet responding to the Walmart leak generated significantly more engagement than the announcement itself.

Despite Bethesda’s plans to host a press conference at E3 this year, the company seems to be skipping the lens of journalistic coverage to instead go directly to their fans.

Internet Adoption Slows, E-Commerce Grows: Mary Meeker’s 2018 Trend Report

Mary Meeker and Kleiner Perkins’ annual internet trend report is on us, a 294-slide behemoth (though a bit slimmer than last year’s) covering everything technology from smartphone market saturation to broad-strokes trends of the advertising duopoly to changes in the healthcare market.

This year’s report hits one central theme: growth is tough when you’re already the biggest fish in the pond.

Internet Use On The Move

“When markets reach mainstream, new growth gets harder to find—evinced by zero percent new smartphone unit shipment growth in 2017,” Mary Meeker’s report reads.

Internet user growth has also diminished significantly, dropping from 12 percent in 2016 to seven percent in 2017. According to Meeker, this slowdown is unlikely to stop as internet usage (currently 49 percent of the world’s population) grows closer to complete saturation.

Marketers needn’t fear any drop in internet usage, however. Average time spent online in the US increased by four percent year over year, from 5.6 hours per day per user to 5.9 hours. This growth was driven by increases in both time spent on mobile devices and “other connected devices,” such as smart speakers and other IoT products.

Video habits continue to transition to mobile as well, reaching just under 30 minutes watched daily per user, globally. In 2016, that figure was just 20 minutes.

Even with mobile devices becoming increasingly complex, with snazzier looks and more functionality, the average price of smartphones continues to trend downward, assisting in adoption in developing markets.

Digital Commerce Goes Global

By contrast, e-commerce growth is accelerating, growing 16 percent in 2017, up from 14 percent in 2016. Amazon is taking an even larger of the pie, accounting for 28 percent of digital sales, with 49 percent of US consumers starting with Amazon when searching with products. By comparison, just 36 percent responded starting with any search engine.

China continues to drive e-commerce trends especially among mobile payment adoption, reaching 500 million active users in 2017. Alibaba continues to grow neck and neck with Amazon, matching the e-commerce giant’s revenue growth rate of 31 percent despite a much more geographically concentrated market.

According to Mary Meeker’s report, from smart home devices to QR codes to mobile payment services, digital transactions now account for 60 percent of everyday consumer purchases.

Much like other types of internet usage, mobile continues to take up more of the pie for e-commerce as well. Shopping app sessions increased by an average of 54 percent last year, compared to an average increase in app session length of just 6 percent.

Internet Advertising Needs To Catch Up

Despite a mismatch between the amount of time spent on mobile with the amount advertisers spend to reach mobile users, Mary Meeker’s report found that year-over-year internet advertising growth has plateaued at 20 percent, failing to account to the quickening shift to smartphones.

According to Meeker, tech companies are responding to this gap with increased accountability, both to brands and consumers, heavily increasing investment in both AI content policing and ad placement platforms.

The largest tech companies are converging in their efforts to expand their business, with Amazon moving into the search advertising field while Google expands its commerce platform, as evidenced by Google Home Ordering.

Study: Live Trivia Apps Connect Brands With Highly-Engaged Users

Live trivia apps like HQ Trivia, Cash Show, The Q and Beat the Q are creating opportunities for advertisers, according to an upcoming report by Magid.

Magid’s 2018 Mobile Lifestyle study, which will be released in June, asked 2,500 mobile users about their participation in streaming games “such as HQ Trivia.” They found that 63 percent were aware of such games, with 29 percent having played in the last month.

The top reasons for using live trivia apps is to test their knowledge, pass the time and win real money, the report found. Among respondents who play online streaming games at least once a week, 37 percent play to win exclusive prizes.

Nike became one of HQ Trivia’s first sponsors in March, offering a shared $100,000 prize and limited edition Air Max shoes to the 100 winners. A few days later, Warner Bros. sponsored the app’s largest prize pool to date—$250,000—to promote the release of Ready Player One.

While Magid’s survey did not ask about sponsors in particular, the analyst firm says that interactive games create an “authentic engagement opportunity” for brands.

“The proactive engagement that the consumer has with a livestream game makes it a very compelling advertising platform,” Jill Rosengard Hill, executive vice president of Magid told AListDaily.

HQ Trivia hosts games for just 15 minutes at a time twice a day and simultaneously engages two million people.

“It’s much more akin to the live tune-in of a major event like the finale of The Voice or American Idol,” Hill pointed out. “To have two million people tune in promptly at the [same time] is incredible. It’s what television networks spend millions of dollars promoting to drive tune-ins to a program. And yet, a livestreaming app with very little advertising is driving in between 1-2 million people a night to this common social-cultural experience. It’s fascinating.”

Hill also draws attention to how engaged users are while participating with live trivia apps. Unlike TV, during which many viewers multitask, trivia requires a user’s full attention if they hope to win.

“The ROI on engaging with HQ for 15 minutes for the consumers is very high, therefore the advertiser has a greater opportunity in engaging the consumer because of their active, short engagement with the HQ content,” said Hill.

Magid found that among respondents who played livestreaming games, 71 percent were between the ages of 18-34, skew male at 55 percent and at 64 percent, are more likely to have children in the home. These live trivia game participants tend to educated and employed full-time, Magid also found. In fact, 41 percent of those who played live streaming games within the last 30 days claim a household income of $75,000 or more. Fifty-four percent are college graduates and 56 percent hold full-time jobs.

‘Solo: A Star Wars Story’ Misses Expectations Despite Marketing Efforts

Despite a large marketing push, Solo: A Star Wars Story debuted well behind industry expectations this weekend, forcing Disney executives to rethink future strategy. The stand-alone film about Star Wars’ most infamous smuggler was expected to reach upwards of $150 million domestically but earned just $103 million as of Monday.

Can fans get too much Star Wars too quickly? The film was released just five months after The Last Jedi, which has Disney looking for a connection.

“We have a lot of work to do in trying to understand this,” Disney distribution chief Dave Hollis told The Hollywood Reporter. “We are all over it and will spend a lot of time digging into why things happened the way they did in various markets. We have a year and a half before Episode IX comes out.”

For analysts, Solo‘s box office setback calls to question the relationship between marketing and box office success.

“Disney has more marketing muscle than any other studio given the iconic nature of their brand,” Karie Bible, box office analyst and film historian at Exhibitor Relations, told AListDaily. “Overall, Solo had the lowest debut on record for a Disney-released Star Wars film and could have an impact on future spin-offs in the franchise.”

Marketing for Solo: A Star Wars Story included partnerships that ranged from Denny’s menu items to packaging for Solo plastic cups.

Disney/Lucasfilm shared exclusive behind-the-scenes commentary through Google Assistant. An action called “My Special Guest” allows users to ask questions of Alden Ehrenreich (Han Solo), Emilia Clarke (Kira) or director Ron Howard.

After a substantial marketing tie-in for Rogue One, Nissan once again teamed up with Lucasfilm to give away custom vehicles inspired by Solo: A Star Wars Story. Nissan debuted a custom Rogue made to look like the Millennium Falcon at the red carpet premiere and hosted a photo booth to encourage social sharing.

Marketing a beloved character is a blessing and a curse, placing Disney in the precarious position of honoring Star Wars characters while meeting modern sensibilities.

“The franchise, in general, is at a crossroads,” said Bible. “[Disney and Lucasfilm] are trying to make films that appeal to the younger generation while still pleasing fans who grew up with the originals.”

Solo hit an interstellar speed bump when fans learned that directors Christopher Miller and Phil Lord were fired and again when some fans disagreed with Lando Calrissian being pansexual.

“Perhaps more than any franchise in film history, Star Wars fans are personally and deeply invested in these films,” said Bible. “They grew up with them since childhood. If they are displeased in any way, they will be very vocal about it to everyone on social media. Word of mouth spreads like wildfire and people respond accordingly.”

Despite these obstacles, Solo: A Star Wars Story still managed to nab the number one box office spot for Memorial Day weekend. Box office revenue increased 26 percent over last year, Bible said, thanks to bigger franchises like Deadpool 2 and Avengers: Infinity War.

Report: Emerging Markets Push Mobile Growth Into Overdrive

As mobile connectivity in emerging markets has blossomed, so too has the growth in mobile advertising. According to the Q1 Mobile Index by programmatic platform PubMatic, mobile spending is exploding—possibly set to unseat desktop web advertising by 2021.

“By analyzing over ten trillion advertiser bids flowing each month through PubMatic’s platform, we can observe real-time developments in the mobile space that may allude to broader digital industry trends,” the report reads. “We can then compare this information to other published data to further understand changes in the mobile landscape.”

PubMatic has tracked significant growth across the full spectrum of mobile advertising, reporting a 110 percent YoY increase in impressions for mobile header ads and a 140 percent increase in mobile video impressions. If these trends continue, PubMatic predicts that mobile will account for 64 percent of all ad spend in the next three years, up from the 43 percent share it held in 2017.

Emerging Markets Push Mobile Header Forward

Mobile header ads have become mainstream for programmatic platforms and publishers, with nearly three out of every four publishers utilizing the ad format in Q1 of 2018.

“Strong growth rates remain the norm as impression volume and ad spend rise on mobile devices,” the report adds. “In-app header bidding is already boosting monetization opportunities as publishers seek to optimize yield.”

Overall, impressions for header ads increased by 70 percent over Q1 2017, with desktop’s growth rate lagging significantly behind that of mobile.

This growth is mainly by huge surges in the Asia-Pacific and EMEA, with the number of impressions for those regions increasing by 1395 percent and 849 percent, respectively. In Q1 2018, the APAC and EMEA regions reached parity with the Americas in terms of mobile web header bidding, each area taking up about a third of the pie. Just last year, the Americas accounted for 88 percent of mobile header bidding, with APAC accounting for just 1 percent of the total.

News apps and sites account for the vast majority of this growth, with entertainment and leisure in a not-too-close second, while the food, shopping and technology verticals all lagged significantly behind.

Mobile Video Goes Viral

Of all mobile ad formats, mobile video saw the greatest percentage growth, increasing from 15 percent share of all video ad impressions last year to 37 percent in Q1 2018. Like with header bidding and mobile web, this growth too was driven by emerging markets.

“Although brand advertisers continue to voice concerns about the quality of programmatic video inventory, their growing investment on this format acknowledges that the benefits outweigh the risks,” the report states.

Spending on mobile video sprinted ahead of the pack in India, growing by 945 percent in the past year alone. Israel, the second-place growth market, trailed behind with 169 percent growth, while Spain and Australia took third and fourth with 74 and 41 percent growth, respectively.

However, this rapid growth spending makes the industry especially attractive to fraudsters.

“Nevertheless, publishers large and small must continue to provide ever greater inventory quality and fraud protections to retain their trusted status with advertisers,” the report cautions.

Overall, the report predicts spending on mobile video to increase by 33 percent in the coming year, reaching $7.14 billion.

Samsung #TVblackout Campaign Feigns Malfunction To Sell QLED TVs

Samsung launched its #TVblackout campaign on Friday with a series of trick ads that display static, then appear to turn the TV off for several seconds.

These black screen ads are designed to disturb viewers into thinking their TVs have malfunctioned, before stating, “This is your TV screen . . . most of the time, a void full of nothing.”

The message behind Samsung’s unusual ads is that while an unused TV is a glaring black screen, a QLED TV can display high quality images while in standby. The TV’s new “ambient mode” will even mimic the background behind it, making the TV less noticeable when hanging on a wall.

Samsung calls its disruptive spot a “world-first,” in that it features absolutely nothing to highlight “a new era for TV as ugly black screens are banished to history.”

#TVblackout includes over 200 TV spots across 10 days and will reach an estimated 49 million viewers. The technology brand specifically chose popular Friday night television programs to interrupt with the message, including Coronation Street, The Simpsons and First Dates.

Ads will also run during the Champions League final on Saturday, take over digital displays at Piccadilly Circus and before screenings of Solo: A Star Wars Story in theaters.

The campaign was preceded this week by fake protesters spotted around the UK wearing TV screens over their heads, holding signs that said #TVBlackout or “No more blank screens.” Samsung’s protesters gained only modest attention on social media, but time will tell if the campaign gains more traction over the next 10 days.

Samsung targeted TV viewers with its latest campaign, but are also looking to gamers as the competition for 4K TV sales heats up. Last year, the company partnered with Microsoft to help promote the Xbox One X by connecting them to QLED TVs, calling the gaming industry “extremely attractive.”

According to estimates from Grand View Research, the global 4K TV market is expected to reach $380.9 billion by 2025.