Mid May sees Samsung leverage its Olympics rights by rolling out a new Facebook app which aims to enable users to get up close and personal with the Games.
The idea behind the initiative is to bring the claims to life in a customised way by serving each individual user with personalised content based on their own profile interests.
Called ‘Everyone’s Olympic Games’, in line with Samsung’s umbrella Olympic campaign, the jam-designed app operates as a social media hub for Samsung’s Olympics content.
This is also two-way communication platform and, as such, it also offers users the chance to apply to be a ‘Samsung Global Blogger’ for the Olympic Games (as well as allowing visitors to enter a competition to win tickets for the Games).
Each user is served bespoke, personalised content from the above sources according to information from their own Facebook profiles; including location and what their friends are sharing.
This is aggregated from insider information and unique content from Samsung-sponsored athletes, Samsung and Samsung sports ambassador Twitter content, as well as from its wider London2012 ‘Everyone’s Olympics’ work and ‘as live’ details about the Olympic Torch Relay and the parallel Samsung ‘Hope Relay’ project – a virtual Olympic Torch Relay that allows everyone to take part.
Samsung launched its ‘Hope Relay’ on 16 May – an initiative that will see the global electronics brand donate £1 for every mile covered by members of the public participating in the relay in the run-up to the Olympics. The money raised will go to charities which help underprivileged children, including ‘Kids Company’ and ‘International Inspiration’.
The Hope Relay is based around a free app
The CSR programme was kick-started with a launch event at London’s City Hall, featuring brand ambassadors Jamie Oliver and Olympic champion cyclist Victoria Pendleton who both unveiled the ‘Wall Of Hope’ and encouraged people to get involved.
Samsung, which is a Presenting Partner of the London 2012 Olympic Torch Relay, also has its own group of inspirational torchbearers who will carry the Olympic Flame on its 70-day journey around the UK. This cohort was selected from nominated across 58 countries through Samsung’s six month Torchbearer global search in 2011. Which focused on finding unique individuals who had ‘gone the extra mile’ for others in their community and reflected the Olympic spirit through their actions.
Samsung also selected several globally recognized Torchbearers known for their inspirational contributions to others – these include UK TV chief/campaigner Jamie Oliver and essayist and grandson of Leo, Vladimir Tolstoy.
At the head of the relay (after Coca-Colaa’s Future Flames Happiness Truck) is the Samsung Caravan which has an interactive LED screen built into the side of the vehicle that features Olympic Torch Relay highlights as well as avatars of participants for Samsung Hope Relay.
The brand is also joining LOCOG and host local authorities to stage evening celebration events featuring groups such as ‘Britain’s Got Talent’ dance group Diversity. The simple objective is to generate local community pre-Games excitement and celebrate the Olympic spirit (and distribute Olympic keepsakes to crowds).
And, of course, to showcase the new Samsung GALAXY SIII – Samsung’s Olympic Games Phone for the London 2012 Olympic Games. So Torch Relay watchers will be invited to visit the Samsung Mobile Trailer to be both entertained and to explore the new smartphone before it’s full release to market.
Comment:
Ever since Athens 2004, Samsung had sponsored the Olympic Torch Relay with both two Youth Olympics and three Olympic Games.
The objective is to offer new inspiring opportunities for everyone to experience and take part in the London 2012 Olympic Games and to showcase its latest flagship products.
This year’s activation is unusual for many Olympic sponsors at it heavily focuses on a single product – the Galaxy SIII.
As the official phone for the London 2012 Olympic and Paralympic Games, the handset is in pre-order phase and will officially go on sale on 30 May.
To mark the event, a special edition device with the Olympics’ official payment partner Visa’s mobile payment application, Visa payWave, which will be made available only to Samsung and Visa sponsored athletes and trialists.
Among the key SIII features is its Near Field Communications (NFC) capabilities which will be compatible with more than 140,000 contactless terminals spread across the UK (and the Games site itself).
S3 owners need only activate the app on their smartphone and swipe the phone on a contactless payment terminal for the transaction to take place. Transactions over £20 will require a pin and the app will also allow users to check their purchase history and their account balance.
Interestingly, the Olympic sponsor silo segmentation framework means that sister device the Galaxy Tab is not the official tablet of London 2012. That role is filled by the Acer Iconia A510
Links:
www.samsung.com/uk/london2012/everyones-olympic-games
Everyone’s Olympics Facebook Film
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