Samsung believes in defying barriers and going where few dare. As an official sponsor the 2016 Rio Olympics, that shared vision led them to work with athletes who against all odds, had persevered. Whether it was finishing last place in the London marathon, being a gymnast who was told you'd never walk again, or being from warn torn Sudan- these athletes were more than noteworthy, they were heroic in their own right.
We built a robust responsive campaign that spanned the entirety of the Olympic games. A war room was set up in Rio that functioned like a makeshift news room. We covered the athlete performances (pre-game to post)-- also 'Olympic first's,' team triumphs, injuries, and so on. With the help of the #DoWhatYouCant hashtag, we utilized all social channels, created regional Snap lenses, and had influencers (who had their own stories of adversity) help spread the word. With multiple sponsors shouting at the games, Samsung still managed to get the top spot for social reach.