When a global brand like Samsung is one of the official presenting partners for the London 2012 Olympic Games Torch Relay, there are two major tasks: First, create awareness for Samsung and the Olympic Games. Second, throw a huge party across the UK to get people excited about the upcoming event.
So that’s what we did: We created a 70-day roadshow with a convoy of 15 activation vehicles across 1000 towns and cities in the UK. It was the largest on-the-move party the world has ever seen, headlined by the torch bearers and featuring live performances plus one truly unique technical highlight that had never been done before: With the official event app, fans could create their own avatar and send it to the convoy’s screens. That’s how we were able to activate the 13 million people lining the streets and create buzz that went far beyond the relay’s official 1000 locations.