Samsung puts their phones on the Olympic podium

Turning an Olympic medal win into a genius marketing moment? We really are in 2024.

An Olympic medal ceremony is a highly emotional and memorable moment for athletes. It’s a solidification of grit, lifelong effort, a realisation of their wildest dreams.

You would think an attempt to use this moment for marketing would be intrusive and distracting.

But Samsung has found a way to seamlessly add to the medal ceremony in an incredibly clever and personal way.

The medal ceremony has historically been super strict with photography. Only accredited media can to capture the event, and only from a distance.

Athletes were not allowed to bring personal belongings, including smartphones, to the podium.

However, in many ways this Olympics has reflected changing times. And we’re seeing many traditions broken this time around.

In the spirit of ‘Games Wide Open’ at Paris 2024, Samsung is helping athletes share this moment from their unique point of view atop the podium with the Victory Selfie, powered by Galaxy.

Yes, athletes are taking selfies upon receiving their medals, using none other than the Samsung Galaxy Flip 6 Olympic Edition. An Olympic Games first.

The selfies go onto the Athlete365 portal, then the athletes can share these incredible moments with the world.

'To be able to share the moment of achieving my dream of winning a medal with my fans, family and friends around the world — through my own perspective — was incredible,' said Olympic Brazilian Skateboarder Rayssa Leal.

'It not only amplified a moment I’ll never forget but also celebrated the camaraderie beyond the competition as my fellow medalists and I took the Victory Selfie together on the podium.'

Samsung gifted the foldable phone to every Paris 2024 athlete before the device had even gone on sale around the world.

It comes with a range of features such as live translation of calls and a text composition that allows them to reach wider audiences more clearly.

The devices come with an AI-interpreter that can instantly translate live conversations, too. This allows athletes to chat with one another and volunteers easier. Interestingly enough, this version is not for sale to the public.

The Victory Selfie comes as part of Samsung's official theme for its Olympic partnership: 'Open Always Wins.' This articulates the company’s belief that, with an open mind, every new experience becomes a meaningful achievement. It opens up new perspectives and infinite possibilities.

This is just one of the ways Samsung is bringing the theme to life at the games. And the brand has several more variations set to take place over the next few weeks.

Samsung's marketing strategy is an example of how brands can add to and enhance experiences in a meaningful way using innovation and connection.

Three takeaways:

Enhance personal experiences. The Victory Selfie initiative elevates an important moment for the Olympic athletes. Samsung inserts itself into the experience, allowing athletes to proudly share their victories. So look for ways to personalise significant moments for your audience. Think about how you can make them simultaneously more intimate and shareable.

Give exclusive access. Providing athletes with the Galaxy Flip 6 Olympic Edition generated hype. It also positioned Samsung as a cutting-edge brand. Think about how you can offer exclusive access to new products or features to a select audience to create excitement and anticipation.

Foster connection. Think about how your product or service can break down barriers and facilitate connections among your audience, just as Samsung did with its use of live translation.

So far, the Olympics have been a goldmine for marketers, full of branding inspiration and innovation. These cultural events can often teach us where our industry is headed as we witness incredible campaigns (with a hell of a lot of money behind them) play out.

Like the athletes, keep your eyes on the prize to see what else we can learn from these Games.

-Sophie, Writer