Korean consumer electronics company Samsung has organised a range of fan engagement initiatives across Pyeongchang 2018 venues as the winter Olympic Games officially gets underway today (Friday).

Samsung, a worldwide Olympic partner in the wireless communications and computing equipment category, will encourage fans and athletes alike to ‘Do What You Can’t’ during the Games, which runs until February 25.

A total of nine Samsung Olympic Showcases, each featuring a range of cultural, technological and immersive fan experiences, will be set up in Pyeongchang and Gangneung. Sites will include Olympic parks and Olympic villages and the main press centre, while four will also be set up at the Incheon International Airport.

Virtual-reality experiences will give fans chance to sample sports such as snowboarding and skeleton, while spectators will even be able to experience a space mission through the ‘Mission to Space VR: A Moon for All Mankind’ initiative.

“For two decades as a worldwide Olympic partner, Samsung has connected fans, visitors and athletes from around the world with our latest technological innovations, which have now evolved to also include immersive experiences,” said Younghee Lee, chief marketing officer and executive vice-president, Samsung Electronics.

“We’re delighted to share Samsung’s latest mobile technologies and products so fans and athletes can enjoy new, unique experiences while at the Olympic winter Games.”

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Activities will include immersive VR experiences; playful experiences such as Portrait Pool, which allows visitors to turn selfies into painted characters for social sharing; a dedicated kids lounge; demonstrations showcasing the Internet of Things that will offer spectators an insight into future lifestyle technologies; Unbox Samsung, an experience showcasing the history of the company since 1988; purchase and customer service; lounges and cafes; and special events.

IMAGES: Samsung / Jon Wick (skier)