in Social Responsibility News

U.S. Olympic Genome Project Brings Americans Together for the First Truly Digital Olympic Games

RIDGEFIELD PARK, N.J., October 3, 2011 – Worldwide Olympic Partner Samsung Electronics Co. Ltd. and the U.S. Olympic Committee today unveiled the U.S. Olympic Genome Project, a groundbreaking endeavor for the London 2012 Olympic and Paralympic Games. This project seeks to connect Americans with Olympians and Paralympians through innovative social media tools. It is expected to launch in March 2012.

The first of its kind, the Genome Project will transform the way consumers connect with the Olympic movement and create an online community of like-minded individuals ahead of the London Games. Samsung, the world’s largest technology company and the Worldwide Olympic Partner for wireless communications equipment, created the Genome Project as a way to provide an immersive experience around the spirit of the Olympic Games.

“The Genome Project is a completely digital idea at its core. Very simply, it’s an app that will be available on Facebook that builds a ‘family tree’ that shows how you are connected to Olympic athletes,” said Ralph Santana, Senior Vice President and Chief Marketing Officer for Samsung Electronics America. “This is a transformational idea because it uses the power of discovery – a sense of curiosity about how you’re connected to athletes – to weave together a community that’s passionate about the Olympic Games.”

As members of the Genome community, fans will be able to see what they have in common with past, present and future athletes and share that information with their Facebook friends. The interactive app will also allow fans to raise their Olympic “status” or profile by creating new athlete connections, completing actions such as “checking in” at real-world Olympic events, and more.
“The London 2012 Olympic Games will see an explosion in social networking and we believe the Genome Project will be one of the most talked about digital experiences for the Games,” said USOC CEO Scott Blackmun. “Not only will this transform the way that people are able to connect with athletes and one another, but it will also help us unlock the potential of the Olympic community in a way that is meaningful and relevant.”

Team USA athletes will be able to use this platform to share information about themselves, raise awareness of their sport, keep devoted fans up to date on their training and raise funds to support their Olympic and Paralympic Games efforts. Samsung will use its expertise and technology capabilities to build and manage this innovative social media platform.

“The Olympic and Paralympic Games have successfully brought together people from around the world to celebrate the spirit of community, sportsmanship and the pursuit of excellence,” said Santana. “In many ways, the U.S. Olympic Genome Project seeks to do the same by bringing together millions of Americans and allowing them to interact and express their support for our athletes. We are proud to partner with the USOC on this unique initiative as Team USA prepares for this important milestone.”

Consumers will be able to get more information on the Genome Project and access the app at once the initiative is launched next year.

About Samsung Electronics America, Inc.
Samsung Electronics America, Inc. (SEA), based in Ridgefield Park, NJ, is a subsidiary of Samsung Electronics Co., Ltd. The company markets a broad range of award-winning consumer electronics, information systems, and home appliance products, as well as oversees all of Samsung’s North American operations including Samsung Telecommunications America, LP, Samsung Semiconductor Inc., Samsung Electronics Canada, Inc. and Samsung Electronics Mexico, Inc. As a result of its commitment to innovation and unique design, the Samsung organization is one of the most decorated brands in the electronics industry. The company was ranked #19 in BusinessWeek/Interbrand “100 Best Global Brands,” and named as one of Fast Company’s “50 Most Innovative Companies of 2010.” For more information, please visit You can also Fan Samsung on or follow Samsung via Twitter @SamsungTweets.

About the USOC
The United States Olympic Committee (USOC) is recognized by the International Olympic Committee as the sole entity in the United States whose mission involves training, entering and underwriting the full expenses for the U.S. teams in the Olympic, Paralympic, Pan American and Parapan American Games. In addition to being the steward of the U.S. Olympic Movement, the USOC is the moving force for support of sports in the United States that are on the program of the Olympic, Paralympic, Pan American and Parapan American Games.

For more information, please contact USOC Communications at (719) 866-4529 or visit Follow us on Twitter and Facebook.

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