Athletic Genome Project

The Olympic Games are coming up this summer. This means the marketing departments of the big companies are working overtime to create that one amazing commercial that sticks or a great ambush marketing scheme.

Samsung started the “Samsung Olympic Genome Project”, an Olympic-themed Facebook app, which lets users connect with past and current Olympians. The Olympic Games are coming up this summer. However, they forgot to ask the athletes included in this little project for their permission to use their name and images.

Meanwhile, swimmer Mark Spitz, diver Greg Louganis, and track and field star Jackie Joyner-Kersee filed a complaint in a Los Angeles court. According to them, Samsung creates the impression that they endorse the project, which they do not.

In IP it is as in the Olympics: there are winners and losers.

Erwin Hauër

“Hope is not a strategy.”

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