VIDEO: Samsung marketer outlines Hope Relay goals

By Georgina Brazier, marketingmagazine.co.uk, Wednesday, 16 May 2012 08:20AM

Andrew Garrihy, director of corporate marketing at Samsung Electronics, talks about the brand's Olympic 'Hope Relay' initiative at London's City Hall.

Samsung will donate £1 to charities which help underprivileged children, such as Kids Company and International Inspiration, for every mile members of the public participating in the relay cover in the run-up to the Olympics.

On Monday, it held a launch event at London's City Hall, where brand ambassadors TV chef Jamie Oliver and World and Olympic champion cyclist Victoria Pendleton, encouraged people to get involved.

Oliver and Pendleton unveiled a giant 'Samsung Wall of Hope' – a structure spelling out the words "Samsung Hope Relay" – and were the first to grab a pair of trainers and lead a mile-long walk along the track overlooking the Thames.

Participants can log their progress on the free-to-download Samsung Hope Relay app. This also allows them to create their own avatar, which can appear in Samsung ads, by snapping a headshot of themselves and placing them on one of the athletic bodies featured.

Video produced by Georgina Brazier.

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This article was first published on marketingmagazine.co.uk