The Winter Olympic Games began this morning in Korea. Samsung France, Official Partner of the event, asked WILLIE BEAMEN to take charge of activating this partnership. The campaign was based on the idea that nothing is more precious than the family, especially when you become an elite athlete. The teams therefore created a campaign film and came up with an innovative Social Media plan.

THE ADVERTISING FILM directed by Niclas Larsson and produced by Iconoclast, tells the story of two brothers united by the passion for ice hockey. It is currently being broadcast on Samsung France’s social media (Digital media plan).

In keeping with the theme of this campaign, WILLIE BEAMEN’s digital teams came up with a COMPREHENSIVE SOCIAL MEDIA PLAN in two phases.

1. During the competition: Samsung France will provide its Facebook community with an augmented reality filter to experience the Olympic Games ‘as if you are taking part,’ in reference to Samsung France’s baseline campaign #DoWhatYouCant. The filters include a ski mask and a downhill skiing mask, but also the gold medal around your neck. Users can record, as well as share the videos and photos on their social media accounts.

2 - Before the competition: on 19 January, a competition was launched on Facebook, giving 6 winners the opportunity to ‘experience the closing ceremony of the Olympic Games for real.

To take part, users had to comment on a Samsung France publication to receive a personalised souvenir photo in the competition’s colour scheme.  To publicise this competition, videos with two French athletes were produced:  Alexis Pinturault and Tess Ledeux. Both share and talk about their family experiences while filming in France and the United States.