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July 28, 2009
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Electronics giant aims to create ultimate experience at Winter Olympics




Samsung is launching an integrated marketing campaign for the Vancouver 2010 Winter Oympics, involving sponsorship, live and online activities.

The focus of the campaign is the electronics giant’s flagship Olympic activation programme, known as the Olympic Rendezvous @ Samsung (OR&S). The aim is for the OR@S to become a leading destination for athletes and members of the public to visit at the David Lam Park in Vancouver for the duration of the Games.

Global integrated marketing communications agency Imagination has been working closely with Samsung, delivering concepts for an engaging destination at the Olympic Games. Previously, the agency has worked with Samsung on its OR@S project at the Salt Lake 2002 Winter Olympics and most recently at the Beijing 2008 Olympics.

Supporting OR@S, Samsung has launched a new initiative connecting fans to the Vancouver Winter Games using its Wireless Olympic Works (WOW) application and its mobile phones.

For the first time, fans around the world will be able to download and install the WOW Application from Samsung's website to receive real-time information and updates from the Games to their Samsung mobiles.

The ideas is for the WOW interactivity and mobile technology to combine with the OR&S to provide “engaging experiences and unique moments for spectators and athletes”. These will be brought together to create a place where spectators and athletes will be able to relax and enjoy the entertainment and hospitality brought to them by Samsung.

“We are delighted to be alongside our longstanding partner Samsung for its presence in Vancouver,” said Sally Crabb, Imagination’s creative director for Imagination Sports and Entertainment.

“These are exciting times for the Olympic Games. World class sport now sits alongside world class entertainment making the Olympic Games a very compelling destination for an increasingly diverse audience.

“Social media will serve to deliver experiences beyond Vancouver in real time and instantly – creating more opportunities to extend the global reach of the Olympic movement,” Crabb continued. “Samsungs’ wireless technology is clearly at the heart of this extended experience.”


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