Samsung launched the Galaxy S9 smartphone with an innovative app that transforms anyone into a personalized emoji. To show this innovation, we had an intervention on ESPN's SportsCenter and transformed the anchors into emojis. Live. In other words, for the first time ever, the most important sports news program in the world was presented by emojis. This way we were able to create content for the brand, not as individual content, but rather as part of the most-watched sports program in the world.