Devised by agency Cheil UK, the Penalty Kick game will see participants launch a rugby ball through the screen’s goal posts using a Galaxy S6 Edge handset.
Each individual will have three chances to ‘kick’ the ball, with their combined scores to be entered into a leader board for the chance to win a new Samsung phone.
Brand ambassadors dressed in Samsung rugby outfits will showcase the Galaxy S6 Edge range and encourage participants to take a handful of practise shots before competing live on the screen.
The two-day campaign is designed to generate excitement around the Rugby World Cup and showcase Samsung’s new range. It will be promoted via the brand's Facebook and Twitter pages from today (17 September) and throughout the activity.
Fiona FitzGibbon, head of media at Cheil UK, said: "In Penalty Kick we’re utilising one of the most iconic screens in the world. Cheil UK is always looking to push the boundaries of digital out of home for Samsung UK and creating our own game is another example of this, and another in a long line of firsts for the agency.
"Penalty Kick will bring a new level of interactivity and innovation to Samsung’s prestigious screen."
To similarly get people excited about the sport, earlier this month Samsung unveiled its School of Rugby campaign with Jack Whitehall.