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APEX Public Relations developed a strategic, multi-faceted grassroots campaign that would engage Canadian through conventional and digital media to help Samsung leverage their Olympic sponsorship and showcase the features of its wireless products.

APEX’s Samsung team created the concept of the mobile journalist or MoJo, a concept that leveraged the rise of citizen journalism that was born of advanced, wireless technology.  The Mojo evolved into the Samsung Mobile Explorers SMEs including four other nations — Russia, China, Korea and the United States. The SME was a program that would engage target consumers and encourage their participation in a contest for a chance to win a trip to the Olympics and for a final prize of $10,000.

APEX worked with Samsung and MSN to develop a microsite (www.Samsung.com/mobileexplorers) that would serve as the home of the SME campaign. APEX conducted both social and traditional media relations to announce the contest and encourage entries. 5 teams were chosen and sent to the Olympics equipped with Samsung wireless devices to document their experiences bringing ‘Wow’ moments to life for a chance to win $10,000.  This program ultimately created buzz leading up to the Olympics, during the Olympics and post-Olympics creating multiple touch points for the consumer.