Mini, Puma and Samsung all earned themselves a little screen time during the Olympic opening ceremony. Samsung phones were used by teenage performers to update social media profiles. However, many question whether this placement by one of the Olympic partners was at all effective. Both the phones and the on-screen communications were not heavily branded.

Mini and Puma were more prominently featured with a Mini being used as entrance to the stadium for performers and Usain Bolt leading the Jamaica delegation wearing a Puma top.

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