Samsung breaks Paralympic campaign
By Adnews Staff
Samsung Electronics has begun an awareness campaign tied to the start of the 2014 Paralympic Winter Games in Sochi, Russia. The campaign includes an online video called, "What's Your Problem? Sport Doesn't Care." The 90-second video depicts the training regimens of a number of Paralympic athletesm including Canadian ice sledge hockey player Greg Westlake. A second video featuring Westlake encourages Canadians to send messages of support to Team Canada athletes.
Samsung has also provided 30 athletes with Galaxy Note 3 smartphones with which to record behind-the-scenes videos of the games. The videos will be posted at the International Paralympic Committee YouTube page and the social media accounts of the athletes.
The initiative also includes an installation in Sochi called "Dialogue in the Dark" that seeks to recreate the experience of a visually-impaired person, as well as an interactive ice sledge hockey zone in the Samsung Galaxy Studio Olympic Park.
"Through our partnership with the IPC and access to inspirational athletes, Samsung is in a unique position to provide an opportunity for people worldwide to see and experience the Sochi 2014 Paralympic Winter Games in a new way, directly from the perspective of the athletes," said Younghee Lee, executive vice-president of global marketing for the IT and mobile division at Samsung. "Through on-the-ground activations in Sochi and our mobile technologies and social campaigns, Samsung aims to spread the Paralympic movement worldwide."