2. Goal
• Connect more fans to the Games earlier in
the year
• in more frequent and interesting ways
• showcase Samsung’s strength in
technology, mobility, design, gaming
3. Motivation
•
•
Olympians = Superhuman Heroes
People want to achieve goals and feel successful
Solution: Make the pursuit of and involvement in the
Olympics a realistic dream for anyone. We will even
send one lucky winner to the Olympics.
4. Behavior
•
•
Users are highly active across a variety of social
media especially on mobile devices
Social conversations happen in trends: memes,
sharing viral content, trending topics
Solution: Contest platform that capitalizes on the above
behaviors and allows users to win a chance to go to
the olympics through social actions.
5. Samsung Be An Olympian App
#BeAnOlympian
An aggregator tool that connects all your social media
platforms and gives your posts meaning within our
Olympic challenge.
6. How to earn Points/Contest Rules
Each submission using the hashtag from a participating app is 1 point
Each social action around a participation is 1 point
Each point is an entry into a sweepstake to win a trip to the Olympics
7. Featured Sports and Athletes
Each week will feature a sport and an athlete.
Encourages discovery of new sports and keeps
the contest fresh.
Arni/Eric: Our challenge is to connect fans to the Olympics before the games start in a way that highlights the strengths of Samsung.
To begin, we looked at the motivation behind our users - tech savy consumers who are also be casual fans of the olympics.
Admire Olympians -> feel out of reach (they’re kind of superhuman) -> aspiration towards something unattainable -> find aspects of their life that are relatable
Doesn’t fit here but could be useful:
By framing the events in people’s lives as achievements, we can make them feel at least partially Olympian, and therefore increase their feeling of connection with Olympic athletes.
We created a contest platform that capitalizes on these behaviours and allows users to win a chance to go to the Olympics through social actions.
Create something stunt-worthy
real time
worth going back for
Engage the community
Reach for a goal powered by emotional connection & desire to make a difference
Global map of loyalty, country grows bigger,
Use social data & geo-context for loyalty to grow
Representation of loyalty per sport: competition, personalization
Get people talking earlier.
Talk about an underdog
Platform featuring obscure sports, athlete highlighted, article & video vignette pulled from YouTube of people posting videos of themselves doing something similar to that activity
Learn & interact with athletes & sports they didn't preaviously know about
Represented on big leaderboard
Which athletes are more likely to interact w/ fans?
Who can fans talk to? - Gets athletes involved
Create superlatives based
Low barrier for entry
Hashtag includes #SamsungSports
Go to Samsung portal to see what it looks like
Pull list of 20 obscure sports (bi-weekly content: athlete profile, video of athlete, vignette of consumers showing themselves doing sport)
Country ranked on participation
Monday WEEK 1: Post new sport w/ content, Friday WEEK 1: Post video
Phases:
Submission, Judging, Swap sport/content
Discovery. -- Athletes within sports, biggest upsets, history of sport
Interaction./Participation./Engagement. - People submit what that sport looks like to them
Longevity.
Personalization.
Gamification.
Education.
Community.
We created a contest platform that capitalizes on these behaviours and allows users to win a chance to go to the Olympics through social actions.
Create something stunt-worthy
real time
worth going back for
Engage the community
Reach for a goal powered by emotional connection & desire to make a difference
Global map of loyalty, country grows bigger,
Use social data & geo-context for loyalty to grow
Representation of loyalty per sport: competition, personalization
Get people talking earlier.
Talk about an underdog
Platform featuring obscure sports, athlete highlighted, article & video vignette pulled from YouTube of people posting videos of themselves doing something similar to that activity
Learn & interact with athletes & sports they didn't preaviously know about
Represented on big leaderboard
Which athletes are more likely to interact w/ fans?
Who can fans talk to? - Gets athletes involved
Create superlatives based
Low barrier for entry
Hashtag includes #SamsungSports
Go to Samsung portal to see what it looks like
Pull list of 20 obscure sports (bi-weekly content: athlete profile, video of athlete, vignette of consumers showing themselves doing sport)
Country ranked on participation
Monday WEEK 1: Post new sport w/ content, Friday WEEK 1: Post video
Phases:
Submission, Judging, Swap sport/content
Discovery. -- Athletes within sports, biggest upsets, history of sport
Interaction./Participation./Engagement. - People submit what that sport looks like to them
Longevity.
Personalization.
Gamification.
Education.
Community.
- Twitter, Instagram, Facebook hashtag photo submission
- Mapmyrun running event completion
- FourSquare checking in at a gym
- Nike Fuelband activities
- Friend liking or sharing photos on Facebook
- Retweets on Twitter
- Any comments on Instagram, Facebook, Vine, etc.
Friends liking a checkin on Four Square
- Friends encouagement on MapMyRun
- Vine video submission with #BeAnOlympian
ShaynaArni/Eric
The technology Samsung is building will give us access to all kinds of social listening and user data which we will then use to tailor each user’s experience to be the most relevant to them. This will increase a sense of community around the Olympic games conversation.
http://bleacherreport.com/articles/1600618-25-athletes-who-love-to-take-selfies/page/12
Any olympian selfie is fair game but weekly we post one with the sport of the week to inspire people
Step One for the Media Plan is Social Amplification… Build excitement early with paid social channels and get people curious about the hashtag
We will utilize Facebook Promoted Posts to tap into Samsung’s existing fans, as well as reach new users across the massive social network
We will buy a Twitter Promoted Trend to blast out the hashtag at scale and build curiosity and discovery around the initiative & continue promotion with Twitter promoted tweets throughout the campaign
We created a contest platform that capitalizes on these behaviours and allows users to win a chance to go to the Olympics through social actions.
Create something stunt-worthy
real time
worth going back for
Engage the community
Reach for a goal powered by emotional connection & desire to make a difference
Global map of loyalty, country grows bigger,
Use social data & geo-context for loyalty to grow
Representation of loyalty per sport: competition, personalization
Get people talking earlier.
Talk about an underdog
Platform featuring obscure sports, athlete highlighted, article & video vignette pulled from YouTube of people posting videos of themselves doing something similar to that activity
Learn & interact with athletes & sports they didn't preaviously know about
Represented on big leaderboard
Which athletes are more likely to interact w/ fans?
Who can fans talk to? - Gets athletes involved
Create superlatives based
Low barrier for entry
Hashtag includes #SamsungSports
Go to Samsung portal to see what it looks like
Pull list of 20 obscure sports (bi-weekly content: athlete profile, video of athlete, vignette of consumers showing themselves doing sport)
Country ranked on participation
Monday WEEK 1: Post new sport w/ content, Friday WEEK 1: Post video
Phases:
Submission, Judging, Swap sport/content
Discovery. -- Athletes within sports, biggest upsets, history of sport
Interaction./Participation./Engagement. - People submit what that sport looks like to them
Longevity.
Personalization.
Gamification.
Education.
Community.
We created a contest platform that capitalizes on these behaviours and allows users to win a chance to go to the Olympics through social actions.
Create something stunt-worthy
real time
worth going back for
Engage the community
Reach for a goal powered by emotional connection & desire to make a difference
Global map of loyalty, country grows bigger,
Use social data & geo-context for loyalty to grow
Representation of loyalty per sport: competition, personalization
Get people talking earlier.
Talk about an underdog
Platform featuring obscure sports, athlete highlighted, article & video vignette pulled from YouTube of people posting videos of themselves doing something similar to that activity
Learn & interact with athletes & sports they didn't preaviously know about
Represented on big leaderboard
Which athletes are more likely to interact w/ fans?
Who can fans talk to? - Gets athletes involved
Create superlatives based
Low barrier for entry
Hashtag includes #SamsungSports
Go to Samsung portal to see what it looks like
Pull list of 20 obscure sports (bi-weekly content: athlete profile, video of athlete, vignette of consumers showing themselves doing sport)
Country ranked on participation
Monday WEEK 1: Post new sport w/ content, Friday WEEK 1: Post video
Phases:
Submission, Judging, Swap sport/content
Discovery. -- Athletes within sports, biggest upsets, history of sport
Interaction./Participation./Engagement. - People submit what that sport looks like to them
Longevity.
Personalization.
Gamification.
Education.
Community.