Samsung: Take Part 2012
Open the game- Brand
- Samsung
- Year
- 2013
- Objective
- Engagement
- Industry
- Tech
- Agency
- Cheil Worldwide
Objective
Samsung aimed to become the most visible worldwide sponsor at the London 2012 Olympic Games and establish the Galaxy SIII as the leading smartphone globally. The Take Part 2012 mobile application brought consumers closer to the Olympic experience by enabling interactive participation in virtual sport events.
Solution
Samsung and Cheil Worldwide developed an Android mobile application that allowed Olympic fans to play 3D and Augmented Reality sport games based on actual Olympic events. Users could challenge Facebook friends in individual Olympic sports, compete on a global leaderboard to help earn medals for their country, access virtual 360-degree interactive tours of Olympic venues, participate in polls and trivia, and stay updated with Olympic news. The app was part of a broader integrated campaign combining social media, experiential marketing, sponsorship activation, and retail experiences.
Results
Samsung's 2012 Olympic sponsorship campaign achieved a 22.9% increase in brand preference, 818% growth in social media presence, 81% rise in Twitter followers, and acquired 100,000 new Facebook fans.
