Samsung Global Blogger - Group FMG Case Study
Summary of the multi market campaign from Group FMG for MSN Global Solutions and Samsung during the London 2012 Olympic Games. Samsung put an international call out in 17 + markets via their own and MSN platforms calling for 'bloggers' from around the world to enter The Samsung Global Blogger Competition. The competition gives you bloggers the chance to get famous and report from London during the 2012 Olympic Games. 80 winning bloggers would be selected and flown to London over the period of the Olympics and tasked with creating daily video blogs covering key events, exhibitions and activities around the city as it hosts the Olympic games. The best of these blogs will be edited into a daily show, translated into 12 x languages and broadcast daily on an MSN hosted, Samsung sponsored microsite in 17 markets around the world, every day of the Olympics.
Group FMG were tasked with recruiting a main presenter to front the show (TV Presenter Tim Lovejoy), four celebrity judges to judge all the blogger competition entries (6 time world champion swimmer Mark Foster, Olympic Gold Medallist Amy Williams, Adventure and Travel presenter Zoe Williams and Travel Blogger Paul Steele) and work with a number of celebrities including David Beckham and Jamie Oliver to create 'call to action' and 'promotional' videos to raise awareness of the campaign. A number of short-form trailers and judges shows were created between May 2012 and the start of the Olympics to build the campaign.
Once the 80 winning bloggers were selected, Group FMG was tasked with managing their time over the Olympic period, securing them access to key Olympic sites and London venues to enable them to film their own video blogs. The bloggers were based in a hotel in Hammersmith and a complex schedule had to be created an implemented to transport them in groups around London to various destinations to create content for the project. Each night, the content was delivered to Group FMG who would edit a 'best of' show, submit to the IOC (International Olympics Committee) and Samsung for approval, translate into 12 x languages and upload to various MSN sites across the world.
This process was repeated daily over the entire Olympic Period. Group FMG was responsible for producing and arranging the logistics and locations for - all video content featured in the campaign along with talent acquisition and management.
Total deliverables were 2 x judges shows, 2 x bootcamp shows and 17 x daily shows - each translated and broadcast in 17 markets.