SAMSUNG STADIUM

BRIEF

After the success of its award-winning 2013 British and Irish Lions Tour ‘virtual stadium’ app, Samsung Electronics Australia needed nothing less than a gold medal follow-up in time for the 2014 Winter Olympic Games in Sochi, Russia.

The Samsung Stadium app had to aggregate news stories, conduct polls and integrate its Design Your Moment collaboration with brand ambassadors Alex ‘Chumpy’ Pullin (and music producer Sampology), Scotty James (and graffiti artist Vexta), and Paralympic alpine skier Jessica Gallagher (Sport Doesn’t Care).

It also needed to accommodate two familiar faces. Cue ‘Rampaging’ Roy Slaven and HG Nelson.

STRATEGY

Reprising their 2013 live-streamed alternate rugby commentary roles, Roy & HG’s Russian Revolution @ Samsung Stadium re-launched the app squarely into the Olympic cauldron.

Produced by Network Ten as part of its flagship nightly program Sochi Live, the 15-minute show shared the sports-mad duo’s unique comedic perspective on all the coolest highlights, while another airing, The Ice Stream, was served up on the app in the evenings.

SOLUTION

Since the Winter Olympics is all about fun and games, silly sports and crazy costumes, Samsung Stadium was divided into news, sports, medals and countries — with the ability to set favourite athletes, follow their progress and even vote on who had the best uniform — the 1984 US Team or the 1992 French Team. Naturally, curling was not forgotten either.

Outdoor, broadcast and digital media supported the overall marketing campaign, while @TwitterAmplify delivered premium ‘Social Sochi’ content using real-time in-tweet video clips of the Russian Revolution by way of the @samsungstadium handle.

RESULTS

Samsung Stadium was available to download for compatible Android™ and iOS phones and tablets free of charge, providing the only way to get daily shows throughout the duration of the Games (February 8 – 23).

With 50,000 installations on the back of a 42% increase in brand consideration and 64% spike in purchase intent, the Korean electronics giant decided to turn the Samsung Stadium app into a future evergreen platform for upcoming sports events, allowing us to continue transforming the way Australians experience sport well after the Olympic flame is extinguished.

MEDIA

AUSDROID    •     AUSTRALIAN OLYMPIC COMMITEE     •     MUMBRELLA     •     NEWS.COM.AU     •     SYDNEY MORNING HERALD