Samsung readies Winter Olympics campaign

Thu, 11 Feb 2010 | By Russell Parsons

The campaign, created by Imagination, sees the opening of the “Samsung Pavilion” in the Canadian city.

The Pavilion will be open throughout the Games, which start this tomorrow (12 February), and aims to encourage visitors to engage with the Samsung brand and its latest products.

The Pavilion offers displays, games and athletic and design competitions that aim to “bring the Samsung brand and products to life”. Visitors will also be able to upload information, text and pictures from the Games.

Sally Crabb, creative director of sports at Imagination, says the Pavilion aims to enable visitors and athletes to “interact organically with the Olympic games and with each other”.

Imagination and Samsung have previously partnered on a number of experiential destinations including previous Olympic activation programmes in Salt Lake City in 2002 and 2008 summer Olympics in Beijing.

The Korean mobile brand is one of nine worldwide Olympic partners. Others include Coca-Cola, acer, GE, Panasonic, Visa and Macdonald’s.

Both Visa and Macdonald’s have recently launched Olympic-themed campaigns to support their sponsorships.

Separately, BBC Worldwide-owned brand, Lonely Planet launched aVancouver guide application for the iPhone.