Embracing the Olympics


Embracing the Olympics ...

As the biggest sporting event creeps ever closer, I thought I would write something about how brands are embracing the Olympics and using it as a part of their marketing.

Samsung Hope Relay

While the Olympic Torch makes its way around the UK, Samsung have launched the Hope Relay app which gives users the chance to appear on the Samsung Torch Relay Caravan whilst raising money at the same time.

It's a fitness app with a twist – you create an avatar (a photo of your face attached to an athlete's body), then run, cycle, walk etc. The difference is that for every mile completed, Samsung will donate £1 to the charity Kids Company.

Those who really go that extra mile may even find their avatar featured on the Samsung Caravan which is following the Olympic torch around the country.

Social plug-ins are of course included, and you can even form a team and compete with others and see how your town is doing compared with others.


Match an Olympic record and you could win some tickets to the Olympics with BT. Unlike the Samsung example however, there is no form of exercise needed here. Instead, the records have to be matched via a phone call, using Wi-Fi or watching BT vision.

BT have been publishing new records each week which customers need to match using one of their services. So, for example, the record might be Usain Bolt's 100m record of 9.69 and the way to match it is to make a phone call lasting exactly that amount.

Both of these are really interesting ways to engage with customers by leveraging interest around a big event.

Whilst only official sponsors and partners can use the Olympic logos and branding, there is scope for any business to get involved using the theme of sport and competition and getting into the spirit of the games!


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