IOC TOP partner Samsung’s flagship onsite experience at Sochi 2014 is its huge ‘Samsung Galaxy Studio’ which acts as an onsite hub for its ‘Everyone’s Olympic Games’ activation.
Russian tennis star and Samsung brand ambassador Maria Sharapova, who has been fronting Samsung’s Sochi marketing since late last year, personally opened the studio (along with Timo Lumme, Managing Director, IOC Television & Marketing Services).
Situated within the Olympic Park, the studio’s central function is to showcase the latest mobile products from its Galaxy range by inviting visitors to create, capture and share their own Olympic Games experience.
Visitors to the studio can experience Winter Olympic sports through a range of Samsung technologies in the Sport Interactive Zone
Fans can also show their personal support for their favourite athletes by sending cheers through Samsung’s ChatON app in the studio’s Cheering Zone.
A special Kids Zone offers children an opportunity to enjoy drawing on the Galaxy Note 3 and receive a badge of their own drawing.
Built from 16 reusable structures brought to Sochi and assembled onsite, the studio will be dismantled after the Games and redistributed to ensure the sponsor leaves no waste behind in Sochi.
In addition to the main studio in the Olympic Park, Samsung also has three small studios on other Winter Games locations at the Coastal Village, Mountain Village and Sochi Art Museum Square to bring its branded Games experience to as wide an audience as possible.
Samsung also has a ‘Galaxy Team’ of 80 athletes from around the world capturing and sharing content on its devices around the event.
The electronics and mobile giant has also flown an international team of student bloggers out to Sochi to create content for Samsung’s Sochi activation.
The multi-platform onsite campaign also includes traditional advertising with a focus on outdoor executions at 55 locations throughout Sochi all using the theme ‘Note your dreams; Design your life’.
Other Samsung initiatives range from its ‘Team Russia’ campaign (see previous case study), to its TV work (from its Russian host nation commercials
to kits English language international Galaxy Note spot).
The worldwide partner is also running individual campaigns in key Winter Games markets – such as its Canadian #BringItHome work (focusing on national pride, motivation and athlete support)
and Australian work activating around Olympic hopefuls like snowboarder Alex Pullin through a central two minute collaborative short film.
Samsung also created the Public WOW (Wireless Olympic Works) communications platform which aims to involve sport fans around the world through fast and reliable Games information.
Comment
The studio is part of Samsung’s objective of providing personalised ‘Games Time Experiences’ for both fans and athletes.
‘We invite athletes and fans to visit our Galaxy Studios and enhance their time at the Games through our people-inspired technologies and exciting interactive experiences,’ said Younghee Lee, VP of Global Marketing, IT & Mobile Division at Samsung Electronics.
‘Mobile devices have become an important way through which people enjoy the Olympic Games, and Samsung is introducing new approaches for spectators to become active participants of the Games through our technology.’
Links
Samsung Global Website
http://global.samsungtomorrow.com
Samsung Village Website
