Samsung's Tech Ecosystem Entices Golf Fans - Event Marketer

Samsung’s Tech Ecosystem Entices Golf Fans

DB_SamsungSports_EX 2017
Brand: SAMSUNG
Agency: WASSERMAN
Awards: EX AWARDS — BEST ACTIVATION OF A SPORTS SPONSORSHIP
Year: 2017

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.

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