Turning Olympic Sponsorship into Measurable Fan Action

The Mission

‍Samsung aimed to bring their “Together for Tomorrow” corporate citizenship vision to life in a way that drove measurable outcomes. The objective was to activate Olympic sponsorship rights through a program that inspired real fan behaviour, generated first-party data and demonstrated CSR impact at global scale.

The Experience

‍Samsung launched Move, Create and Solve challenges within My Olympic Rewards, incentivising fans to complete actions tied to physical activity, creativity and learning.

‍Move: Fans took part in the Olympic Challenge in the Samsung Health App, tracked their daily steps and collectively recorded over 297 billion steps, equal to more than 5,200 laps around the world.

‍Create: Through PENUP App, users submitted artworks and voted on favourites, extending engagement into the creative community.

‍Solve: Fans completed educational and values-based gamified activities that reinforced Samsung’s CSR themes.

All the actions awarded entries and redeemable points that fans could spend in the My Olympic Rewards marketplace for exclusive merch, mystery box and digital collectibles.

Samsung Gold Phone Gamified Giveaway

Samsung saw such strong traction during Paris 2024 that they launched an additional giveaway during the winter to give fans a chance to win the Samsung Galaxy Z Flip6 Olympic edition.As part of this activation, fans completed lightweight gamified challenges (surveys, wallpaper downloads, social follows and shares) to relive memories from Paris 2024, collect entries for the prize and earn additional points for exclusive rewards.

The Results

‍Samsung’s integrated approach delivered strong results during Paris 2024 and scaled even further during the winter extension.The scale of participation speaks for itself:

• 150K fans onboarded
• 6x higher fan engagement compared to traditional sweepstakes
• 297B Steps recorded through Move challenges
• millions of fan actions recorded

The program delivered measurable CSR impact, generated high-value first-party data and established a scalable framework for future sponsorship activations.