Samsung has come up with a charity initiative whereby it has promised to sponsor folks prepared to get up and run with their smartphones.
Timed to coincide with the Olympic flame being relayed around the UK - with HTC's CEO Peter Chou carrying it at some point - Samsung's Hope Relay is being launched by Jamie Oliver and Olympic champion track cyclist Victoria Pendleton.
Anyone can take part. Samsung notes that it wants to "encourage everyone around the world to take part in the Olympic Games and leave a lasting legacy", and for every mile run by a participant, the firm will donate £1 to a range of charities (including Kids Company, and London 2012's international sports legacy programme, International Inspiration).
How do you take part? There's an app available for download on "most" smartphones, where would-be runners can fill in their details and create a photo-based avatar. Then using GPS tracking Samsung will determine how far the participant runs, and donate the appropriate amount of pounds to charity.
At the launch, Jamie Oliver commented: "The Olympic Games and the Olympic Torch Relay have really captured everyone's imaginations, and now the Samsung Hope Relay is a great chance for all of us to take part and raise funds for some really inspirational charities in the process. I've done my mile and would love everyone to download the app, get out there and do the same."
Around 20 countries will take part in the event.
The Galaxy S III, due out at the end of the month, is the official phone of the 2012 Olympics.
Source: Samsung Tomorrow