Red Team Brief B Solution
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Samsung wants to connect more fans to the Olympics earlier in the year leading up to the 2016 Games. Their proposed "Everyday Olympian" app would allow users to complete challenges on their Samsung devices and share content. This would leverage Samsung's strengths in technology, mobility and gaming to position everyday people as athletes and celebrate their accomplishments in the year before the Olympics. The goal is to meaningfully engage fans through an app that distributes user-generated moments from weekly challenges.
Red Team Brief B Solution
- 1. November 21st, 2013 Thursday, November 21, 13
- 2. The Brief Challenge: Most people only pay attention to the Olympics during the event Ask: Connect more fans to the Games earlier in the year, while leveraging Samsung’s core strengths Timing: January 2016 - August 2016 Target: Tech-savvy consumers Budget: $1MM Thursday, November 21, 13
- 4. Goal: Utilize Samsung’s strengths to meaningfully connect fans to the Olympics, in the year leading up to the Games Thursday, November 21, 13
- 5. Thursday, November 21, 13
- 6. Strengths Technology, mobility, design, gaming Thursday, November 21, 13
- 7. Brand Message “At Samsung, we push the limits of technology, so you can push the limits of your life” Thursday, November 21, 13
- 9. We Celebrate the Hero Thursday, November 21, 13
- 10. But the Olympics are not just for Olympians Thursday, November 21, 13
- 11. Thursday, November 21, 13
- 12. The Big Idea Samsung brings the Olympics home and makes everyone an athlete Thursday, November 21, 13
- 13. The Platform Thursday, November 21, 13
- 14. Everyday Olympian App Samsung Olympics: Complete challenges sent to your Samsung phone, tablet, or home appliance Weekly Challenges: Social based tasks encouraging ongoing participation Branded Content: Videos of Olympic athletes competing in Samsung challenges with the help of “everyday” coaches Thursday, November 21, 13
- 15. Everyday Olympian App Thursday, November 21, 13
- 16. Everyday Olympian App Thursday, November 21, 13
- 17. Branded Content -- See Video File Thursday, November 21, 13
- 18. Campaign Flow Thursday, November 21, 13
- 19. Campaign Flow Awareness Thursday, November 21, 13
- 20. Campaign Flow Awareness Thursday, November 21, 13 Download
- 21. Campaign Flow Awareness Thursday, November 21, 13 Download Activation
- 23. Awareness: Launch via Owned Assets Thursday, November 21, 13
- 24. Awareness: Utilize the Unified Platform Thursday, November 21, 13
- 25. Drive Downloads: Facebook App Install Ads Thursday, November 21, 13
- 26. Activation: Distributing UGC Moments Thursday, November 21, 13
- 27. Result Taking advantage of Samsung’s ecosystem of connected devices to encourage everyday people to push their own limits Thursday, November 21, 13
- 28. Closing Ceremony Thursday, November 21, 13
- 29. Closing Ceremony Thursday, November 21, 13