Samsung introduced the first commercial 3D projection in the Netherlands a few weeks ago adding a new dimension to the historic Beurs van Berlage in Amsterdam. Now they are taking over YouTube with the first worldwide game-take-over allowing interaction versus traditional viewing.

The game-take-over begins with video of the 3D projection on the Beurs van Berlage in May then it slowly starts to crack and morph into seemingly taking over YouTube. The video starts coming to life and allows viewers to interact with it. Viewers quickly become players and on the Samsung 3D branded channel, they try to click on as many escaping butterflies as possible giving them a chance to win a Samsung 3D LED TV.

The campaign for the Samsung 3D LED in 2010 was developed and implemented by the media agency Starcom (part of Starcom/Publicis Group). The 3D even at Beurs van Berlage and the YouTube game-take-over were masterminded by MUSE Amsterdam.