Samsung rolls out Paralympic campaign

London 2012 sponsor Samsung is inviting 50 Paralympians to create digital content as part of a raft of global marketing initiatives launching to mark the start of the Paralympic Games.


It is the latest phase of the brand’s Sport Doesn’t Care Who You Are – Everyone Can Take Part’ global Olympic campaign.

Paralympic athletes from 16 countries, including Irish sprinter Jason Smyth and Spanish cyclist Raquel Acinas, will create blog and video content using Samsung’s Galaxy Note tablet device via a specially developed app. The content will be published on Samsung’s Olympic hub, social media platforms and International Paralympic Committee and Locog sites.

A series of ads featuring Team GB Paralympic wheelchair basketball player Jon Pollock and sprinter Sally Brown are set to launch today (30 August) to mark the first day of the Games.

Samsung will also run a series of “thank you” adverts after the Paralympics Closing Ceremony to thank fans for their support of athletes during the London Games.

Sunny Hwang, vice president and head of global sports marketing at Samsung Electronics, says the campaign aims to encourage people to rethink their attitudes to Paralympic athletes and challenge spectators to “focus on ability not disability and simply engage with the sport”.

The company has launched a viral video to support the initiative.

The Paralympic activity is an extension of Samsung’s global blogger initiative that saw 100 bloggers from 20 different countries use Samsung products to create content and produce a daily online show throughout the Olympic Games.

Samsung also plans to extend the blogger programme to Rio 2016 and hopes to involve up to 60 participating nations in the actiivty.

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