Samsung CMO Ralph Santana: The Olympic Genome Project (VIDEO)

[ 0 ] March 12, 2012 |

Think ‘six degrees of separation’ meets the 2012 Olympics. That is the basis for Samsung’s revolutionary Olympic Genome Project, a social media campaign that connects you with Olympic athletes. Watch Samsung’s Chief Marketing Officer Ralph Santana discuss the project below:



Samsung, a global sponsor of the 2012 London Olympics, promises that the U.S. Olympic Genome project will connect Americans with Olympians and Paralympians through innovative social media tools.

Related: The Road to London Olympics 2012 (SLIDESHOW)

“We call it the genome project because it looks at your social graph and pulls in and makes connections for you that you may not have otherwise known,” says Santana in the interview above. “For example, you may not know that there’s a skier from your home town that is an Olympic athlete or somebody who competed in a different sport that went to the same college as you. We’re making these kind of connections through the genome project.”

The project is a Facebook experience, and once you join, the app will create your Olympic-studded family tree. Samsung is testing a beta version at the 2012 SXSW Festival and the whole project is set to go live in a few weeks. Click here to learn more about the Genome Project.

Tell us: Would you use an app such as Samsung’s The U.S. Genome Project to interact with your favorite Olympics athletes? Why or why not?


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Category: Lifestyle, Technology, Videos

Ralph Santana

About Ralph Santana: Senior Vice President and Chief Marketing Officer, NAHQ Samsung Electronics America Ralph Santana is the senior vice president and chief marketing officer for Samsung’s North American Headquarters (NAHQ). In his current role, Mr. Santana is [...]
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