Marketing Report London 2012 - International Olympic Committee

84 Chapter Four / SPONSORSHIP
“London 2012 delivered a memorable, inspiring experience
to all spectators around the world, and smartphone technology
played a key role in making this possible. For Samsung,
London 2012 was about captivating a global audience and
offering new inspiring opportunities to experience and take
part in the Games. Through our campaign initiatives and
innovative wireless technology, Samsung led the first truly
social Olympic Games.”
Sunny Hwang, Vice President & Head of Global Sports Marketing
Group, Samsung Electronics
Beginning as a local sponsor of the Seoul 1988 Olympic Games, Samsung expanded its partnership
and became a Worldwide Olympic Partner in the Wireless Communications Equipment category for
the Nagano 1998 Winter Games. Samsung has been contributing to the successful operation of the
Olympic Games since Athens 2004 with its Wireless Olympic Works (WOW), enhancing accessibility
and seamless communication. Samsung’s role has evolved throughout the 24 years of its involvement
in the Olympic Movement, and its wireless technology helped make London 2012 the most inclusive
and digitally advanced Olympic Games ever.
Wireless Communications Equipment
As the Worldwide Olympic Partner in the Wireless Communications Equipment category, Samsung
provided around 17,000 mobile handsets and 4,600 mobile accessories to the Olympic Family.
Among the handsets, smartphones were pre-loaded with the Samsung Wireless Olympic Works
(WOW) application. The application provided real-time Games updates on event schedule, weather,
latest reports on results, medal standings and Olympic records.
Olympic Torch Relay
Samsung’s Torchbearer nomination campaign drew a huge number of recommendations from
across the world. In total, 1,360 inspirational Samsung Torchbearers from 58 countries were
selected for the honour of carrying the Olympic flame. During the Olympic Torch Relay, Samsung
supported the 1,093 villages, towns and cities to celebrate the historic moment, helping to create the
most participative and inspirational Torch Relay for London 2012.