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WOW Factor: Samsung Unveils '10 Olympic Games Marketing Plan
Published June 24, 2009
|Samsung's '10 Games Theme Will Be
"Discover Your Every WOW Moment"
SPONSOR ACTIVATION: Gretzky yesterday said that he is "concerned sponsorship cutbacks will have long-term effects on sport." Gretzky: "It's a ripple-down effect, whether it's on cycling, downhill skiing or curling. Hopefully, the economy does turn around for everyone's sake and secondly it's good to see companies like Samsung hang in." Samsung VP/Worldwide Sports Marketing Gyehyun Kwon said that Samsung has "worked in tough financial times before and there's no way they'd give up on the Games." Kwon: "We just cut down on the other parts and consolidate to maximize the utility and effect of our sports marketing." The CP's Stephanie Levitz noted Samsung also is "harnessing the power of social media, preparing to launch a competition for a cadre of citizen journalists to use Samsung technology to cover the Games using websites like Facebook." Meanwhile, Olympic sponsor HBC recently "held a barbecue with Olympic hopefuls, while the Royal Canadian Mint unveiled the latest in its 2010 Olympic coin series." In addition, Molson has introduced the "Fund a Champion" program, "which will direct $20,000 for each of a group of 10 promising athletes through direct company donations and an employee campaign" (CP, 6/23).