Samsung call in Ear to the Ground to activate Olympic sponsorship

Live communications agency Ear to the Ground has revealed it is behind Samsung's activation of its sponsorship of London 2012 and the Olympic Torch Relay.

Samsung call in Ear to the Ground to activate Olympic sponsorship
Samsung call in Ear to the Ground to activate Olympic sponsorship
The agency, which has kept the appointment under wraps until now, has spent the past six months developing the ‘Samsung Big Cheer’ concept.

It is currently on the road as part of the Olympic Torch Relay, which travels through Sheffield today and culminates on 26 July in front of 70,000 people in Hyde Park the day before the Olympics starts.  

For the relay’s evening events, it has produced a 20-minute stage show featuring some of the UK’s best street dance talent, encouraging fans to take part in this summer's Games through shared technology moments.

The finale of each show sees the presenters and street dance duo Twist & Pulse raised high above the crowd in a hydraulic lift timed with pyrotechnics. Fans are encouraged to give a ‘Big Cheer’ for the Olympics as a giant high resolution image is captured. Within 90 minutes consumers can go online and tag themselves to mark the occasion.

The agency has also managed all staffing and logistics for the experiential Samsung Galaxy Torch Festival Zone.  
 
"Previous crowd tagging technology involves taking many shots over a period of time and stitching them together. We wanted to capture an actual shared moment in real time. This meant using innovative scanning technology that captures an audience of up to 50,000 people in four seconds," explains Steve Smith, managing director of Ear to the Ground.      

So far, approximately 200,000 have enjoyed the Samsung show with 60,000 Hope Relay app downloads and 15,000 consumer tags in the ‘Samsung Big Cheer’.
 
Martin Howard, sponsorship director at Samsung, said: "We knew that Ear to the Ground had extensive experience in working with sports and music fans. They came up with a brilliant concept that really brought to life the idea of taking part through shared technology moments. The live experience harnesses the power of real people and their very real reactions and emotions to earn social media, PR coverage and drive consumers to our online hub where all Olympic content gets aggregated."

 What do you think of the campaign? Leave a comment below.

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