Marathoner Tsepo Mathibelle was reintroduced to sports fans during the opening ceremonies of the 2016 Olympic Summer Games in Rio de Janeiro when he carried the flag of his country, Lesotho, into the Opening Ceremonies.
Samsung is helping to introduce him to another audience by placing the last-place finisher in the 2012 Olympic marathon in London in a documentary called A Fighting Chance, along with four other Olympic hopefuls. The technology brand partnered with Ketchum Sports & Entertainment’s content-production team to develop the film along with Academy Award-winning director Morgan Neville.
The group also developed a three-minute VR film for Samsung called Vanatu Dreams, which featured the training of Olympic beach volleyball hopefuls Miller Pata and Linline Matauatu.
Ketchum and Samsung debuted the trailer (below) at South by Southwest, and rolled out the film to members of the media and VIPs at the Tribeca Film Festival. They also created an online distribution strategy with Vimeo and YouTube. The film aired 55 times on networks including ESPN, BBC Worldwide, Discovery Channel, CNN, Fox Sports, and National Geographic, according to Ketchum.