Samsung’s Tech Ecosystem Entices Golf Fans
Facing category complacency and upgrade fatigue among its target consumers on top of challenges by Apple and Huawei, Samsung expanded its messaging beyond smartphones and created a campaign to showcase for consumers a fuller, connected ecosystem of Samsung products called “Galaxy Life.” At the PGA Championship and Ryder Cup events, Samsung’s 8,000-square-foot golf journey connected the dots among its offerings. Sixty-eight percent of visitors who went through the experiences demonstrated a 41 percent lift in purchase intent.
Upon entering the experience (manned by “tech caddies”), consumers registered via an RFID wristband that connected the touchpoints. They could borrow a Samsung mobile device to demo and capture views of the course to share with #SamsungOnTheGreen (fed to a mosaic video wall), or watch live broadcasts of the tournaments in a viewing gallery featuring a curved 4K wall. But the most talked about activation was Hole 360, a Samsung Gear VR experience that combined cinematic quality VR content with a custom-built wireless miniature golf club controller. Fans were “transported” to Hole 8 at Hazeltine National Golf Club, home to the 2016 Ryder Cup, to test their golf swing in real-time.
Samsung spread the love outside, too, with a Samsung Pay Vending Machine that dispensed PGA prizes with a Samsung Pay mobile wallet scan; and a VR golf cart that provided a “mobile” activation of virtual reality for fans at the clubhouse. “I normally don’t come to these sorts of things when I’m covering a sport but I am glad I did. Really cool experience,” wrote Darren Rovell of ESPN. Hole in one.