Youth Games Music To Samsung's Ears

If there’s two things that can unite youth around the world, it’s sports and music. With that in mind, Samsung is using music to excite young people around the world for the Nanjing 2014 Youth Olympic Games. 

The marketing effort, entitled “Life the Beats, Love the Games,” will allow fans worldwide to enjoy sports and music through a Galaxy S5 device. The campaign begins this month with sponsored performances from popular musical acts intended to connect with other young fans throughout the world. 

“Through this campaign, Samsung hopes to inspire young people around the world to enjoy the fun and exciting moments of the Youth Olympic Games,” Jamie Park,  director and head of experiential marketing group, IT and mobile marketing at Samsung, tells Marketing Daily via e-mail. “Music and sport have the power to bring people together regardless of where they live, and Samsung is harnessing that collective passion through its innovative technology, exciting musical performances and interactive experiences that allow fans to feel closer to the spirit and joy of the Games.”

Samsung is granting a group of fans to embark on a journey to five cities in China and use their Galaxy devices to share experiences in those cities. These “Young Mobilers” will be selected by the company based on their passion for technology, knowledge of Samsung products and interest in sharing their experiences, Park says. Samsung will also work with with the International Olympic Committee to provide Galaxy devices for the Games’ Young Ambassadors and Young Reporters program. 

Samsung has been a supporter of the Youth Olympic Games since 2010. This year’s activation is the company’s biggest to date related to the sponsorship. The special focus on music came about through the “important role music plays in inspiring creativity and self-expression,” Park says. 

Samsung will be promoting these efforts through its social channels on Facebook and Twitter, Park says.

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