Starting in about a month, you can find out, thanks to a new “story-making” effort Samsung will be launching as part of its sponsorship of the 2012 Olympic Games.
It all starts
with that question – “How Olympic Are You?” – and when you answer it on a new application it is developing on Facebook, it will enable you tap into your very own “Olympic
genome.” In fact, that’s what it’s called, “The U.S. Genome Project,” according to Samsung CMO Ralph Santana, who gave some of the world’s biggest advertisers a
sneak preview of it this morning during the ANA’s TV & Everything Video forum in New York City.
The app, which will launch in about a month, utilizes Facebook Connect to tap into and
effectively create your own social graph as it relates to the U.S. Olympic athletes, not to mention all those other Olympic genome users also tapping into it.
It will enable consumers to
“create their own story” by tapping into the U.S. Olympic team’s meta story, Santana said.
For Samsung, it’s a branding story, because there are basically two stories
for brands associated with a big sports event like the Olympics: a sponsorship story (you know, the goodwill of being brought to you by…) or a “curator brand” story (enabling
consumers to curate their sports experience in a better way).
The U.S. Olympic Genome Project, he said, does the latter by enabling consumers to curate their own Olympic experiences, while
somehow co-creating a small part of the metanarrative.