VR Ski Jump Experience Fronts Samsung's Winter Youth Olympics Activation

At the leading edge of Samsung’s 2016 Youth Winter Olympic campaign – called ‘The Only Way To Know – is a virtual reality ski jump experience revolving around its Gear VR headset and compatible Samsung mobile.

For on-site Games attendees, the centrepiece of the Samsung Pavilion is a stunning (scary) ski jump experience via its Gear VR headset (which is powered by Oculus technology and has recently gone on sale at $99).

The sponsor’s branded space, in the Youth Olympic Games (YOG) host resort of Lillehammer in Norway, synchs virtual reality imagery with a motion chair and wind machines to create a multi-sensory experience.

The ski jump activation strand is amplified off-site by an online film version of the experience.

The ski jump pavilion experience is just the spearhead of a wider, integrated activation programme that spans the Samsung Galaxy Studio (Stortorget) and VR Bus (Stampesletta ) and also includes additional 4D VR experiences, the first-ever virtual reality (VR) live streaming of the Opening Ceremony, the first ever Olympic coverage delivered in virtual reality, as well as daily VR sporting highlights, a new 90-second TV ad (which has already racked up more than 8 million YouTube views),

and a range of digital content,

Maybe this will be what pushes you. #TheOnlyWayToKnow #Lillehammer2016 @YouthOlympics https://t.co/6tFZ0L4mkJ

— Samsung Mobile (@SamsungMobile) February 11, 2016

Or maybe you're more than enough. #TheOnlyWayToKnow #Lillehammer2016 @YouthOlympics https://t.co/xLKJCE57A5 pic.twitter.com/7ftyFi0lZZ

— Samsung Mobile (@SamsungMobile) February 10, 2016

telling the story of several YOG hopefuls who have battled against the odds to achieve their dreams.

On-site at the Games, which run from 12 to 21 February, Samsung also equipped around 50 IOC Young Ambassadors with smartphones to share their experiences.

The ‘The Only Way to Know’ campaign, developed in harness with in-house agency Cheil, aims to encourage young people to explore the uncertain, face up to their doubts and pressures and pursue their dreams’.

It uses Samsung mobile communication technology – particularly Gear, the Samsung Galaxy S6 edge+ and Galaxy S6 edge – to provide ‘highly engaging experiences to maximise the fun and excitement of Lillehammer 2016’.

‘We understand that challenges facing today’s youth can be daunting, and we are committed to providing opportunities and programmes designed to inspire them along the way to never lose sight of their hopes and dreams,’ explains Younghee Lee, Executive Vice-President of Global Marketing, Mobile Communications Business at Samsung Electronics.

‘Samsung is proud to spread the Youth Olympic Games spirit both in Lillehammer and around the globe and create new experiences designed to reach youths through our state-of-the-art technology and riveting VR content.’

‘Samsung is a longstanding Worldwide Olympic Partner that is dedicated to enhancing the fan experience through innovative mobile communications technologies at both the Olympic Games and Youth Olympic Games,’ adds Timo Lumme, Managing Director of IOC Television and Marketing Services.

‘We are excited to offer this first-of-its-kind VR live streaming offering, which can be experienced using Samsung’s mobile phones. It is one example of the ways that we can use mobile communications technology to ensure we engage with young people both onsite in Lillehammer and those watching remotely.’

Comment

This is another addition to Samsung’s increasingly impressive library of 360 VR sponsorship activations – from World Surf League (see case study) to England Rugby (see case study).

It’s activation around the IOC Winter Youth Olympics, which bring together more than 1,000 young athletes from 70 countries to compete across all seven winter Olympic sports, is part of its wider role as the IOC’s exclusive ‘Wireless Communications Equipment’ partner.

The property relationship first began its Olympic Games involvement as a local sponsor of the Seoul 1988 Olympic Games.

After which Samsung extended the relationship to become a Worldwide Partner at the Nagano 1998 Olympic Winter Games.

In addition to its extensive rights package – which is typically activated by extensive global physicial and digital activation, the relationship sees Samsung provide its proprietary wireless communications platform, called Wireless Olympic Works (WOW), and a vast set of mobile devices to the so-called ‘Olympic Family’,

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