Cannes Lions

TAKE PART 2012

CHEIL WORLDWIDE, Seoul / SAMSUNG / 2013

Overview

Entries

Credits

Overview

Description

As Wireless Communication Sponsor of the Olympics, Samsung decided to bring the world to London, and made it its mission to establish London 2012 as the first truly mobile Olympic Games. To this end we created the “Samsung: Take Part 2012” Android app, allowing players from around the world to compete in multiple Olympic disciplines executed in cutting edge 3D or Augmented Reality. The app also offered motion controlled 360° tours of the venues and up to the minute Olympic news, all implemented within the latest Google Ice Cream Sandwich Design guidelines with an exclusive HD version of the AR games for the latest Samsung devices.

To capture the spirit of the Olympics, we included individual and country leaderboards for the games, displayed in the app and Samsung Mobile’s Facebook page, enabling players to compete with one another and play for their country, like athletes of the real Olympics, creating a fun sense of competition between players from all around the world. Moreover, users could challenge their friends via Facebook to any of the games, fostering participation.

Since the Olympics are a global event, so was the mobile campaign to support the app, with targeted, rich media ads in more than 30 countries, inviting users to “Take Part” and play for their country to move it up the leaderboard, and leveraging Samsung Mobile’s Facebook fans and Twitter followers to reach highly relevant and engaged consumers.

We then brought the app to London itself through Samsung’s Mobile pop-up stores where competitions and demonstrations using the app made it a unique and memorable Olympic experience for all visitors.

Campaign success:

• 1 million App downloads with more than 920,000 unique users

• The App was used 5.5 million times - almost 5 years engagement time

• Players used the app 6 times on average, including 133,000 games played per day during the Olympics

• Close to 60,000 challenges sent via Facebook

• Samsung Mobile gained 575,000 Facebook Fans

• The App was:

- Selected by Google as featured apps in EMEA,

- Ranked #1 in the Sports category in Google Play Korea

- And was in the top 10 in 36 different countries.

With an online visits uplift of 111%, the best among all Olympics Sponsors, Samsung: Take Part 2012 was the most effective digital campaign in Samsung’s Olympic Sponsorship history, setting the standard for what mobile marketing can achieve.

Execution

The 'Samsung: Take Part 2012' Android app allowed players from around the world to compete with one another in multiple Olympic disciplines executed in cutting edge 3D or Augmented Reality. The app also offered motion controlled 360° panoramic tours of the venues and up to the minute Olympic news.

With the app available in 8 languages and individual and country leaderboards displayed on Samsung Mobile’s global Facebook Page, we launched a targeted, rich media ad campaign localized and geo-targeted for each market, inviting users to play and drive their country to the top of the leaderboards, enhanced with sponsored stories and promoted tweets to leverage Samsung Mobile’s Facebook fans and Twitter followers, and reach highly relevant and engaged consumers.

We then brought the app to London itself through Samsung’s Mobile pop-up stores where competitions and demonstrations using the app made it a unique and memorable Olympic experience for all visitors.

Outcome

1 million downloads, with more than 920,000 unique users, representing a 12.2% download conversion rate from the mobile campaign.

The App was used 5.5 million times, 6 times on average per user– for a total of almost 5 years engagement time.

133,000 games were played per day during the Olympics.

The App was selected by Google as featured app in EMEA and was in the top 10 of the Sports category in 36 different countries.

Overall, with an online visits up by 111%, it was the most effective digital campaign in Samsung’s Olympic Sponsorship history.

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