This is an integrated campaign to create awareness of SAMSUNG's Winter Olympics sponsorship – focus on SAMSUNG's leading edge mobile phone technology through the recruitment of SAMSUNG Mobile Explorers (SME), recruited internationally to capture the unexpected (WOW) moments via SAMSUNG's flagship mobile device – the Omnia II. Each SME team will be armed with an Omnia II to capture and blog the events in Vancouver live from in – and around the Olympic village. Ice Cubes are delivered as a packaging concept. Each cube has sub-level contents which unfold and open to reveal each section of the WOW campaign.