Imagine you had the opportunity to offer 10 ordinary Canadians an extraordinary opportunity – the once-in-a-lifetime chance to carry the Olympic torch. How would you determine who gets to go?  Samsung Electronics Canada Inc. recognized the torchbearer selection program as an opportunity to promote its sponsorship investment in the 2006 Winter Olympic Games and clearly link the brand to the Olympic movement. For its torchbearer selection program, Samsung worked with APEX to create the Samsung Race for the torch – adventure-style races featuring teams completing a series of challenges in five Canadian cities.  Canadians were challenged to submit a brief essay explaining how they embodied the Olympic ideals. Ten teams of two were then selected to participate in each city. The winning team from each race won an all-expense paid trip to Florence, Italy to carry the Olympic torch.The event was an extraordinary success for the Samsung brand, generating nationwide participation, and media coverage.