PGA sponsor Samsung rolled out a new Azinger-led ad promoting its official championship TV App and its experiential marketing at the 2015 tournament.
The official patron of the PGA Of America fronts its activation via a new US TV commercial, fronted by golf legend and former PGA winner Paul Azinger, introducing the enhanced 2015 PGA Championship App.
The app promotional phase was further amplified across Samsung’s digital and social platforms.
Are you ready for the 2015 @PGAChampionship? The app has live scoring and exclusive video. http://t.co/TwmlEwKNtB pic.twitter.com/NmKcMiVsHK
— Samsung USA (@Samsungtweets) August 10, 2015
This year’s app, supported by the Korean multinational, includes a raft of new features from exclusive 4K video-on-demand, live hole-by-hole scoring, player tracking, social discussion and image galleries.
Last year Samsung signed a multi-year partnership deal to support the official app and the latest version comes complete with a ‘Broadcast Mode’ which allows users to complement and customize their live viewing experience via ‘All-Access’ PGA Championship content.
The TV spot, which closes by driving viewers to ‘download the app to their Samsung TV or mobile – click here: smsn.us/2015PGAapp’, is further supported by a tongue-in-cheek, behind-the-scenes on the shoot webfilm hosted on Samsung’s US YouTube channel.
Samsung’s on the ground activation strand at this year’s PGA Championship, at Wisconsin’s Whistling Straits, is built around the ‘Samsung Experience Hub’ where Azinger (the USA’s Ryder Cup captain) is appearing for ‘meet-and-greets’.
This branded space showcases its PGA App and offers live tournament content across a range of Samsung devices including Galaxy S 6, Gear VR and JS9500 Series Curved SUHD 4K TVs,
Fans could immerse themselves in the on-course action via a huge curved viewing gallery featuring no less than nine 65-inch Samsung JS9500 Curved SUHD 4K TVs.
Guests could also hone their golf skills at ‘The Samsung Perfect Shot Challenge’ by having their golf swing analysed for the perfect shot.
Thanks to all who attended our Samsung Experience at the #PGAChamp this weekend! pic.twitter.com/S6evII5wyO
— Samsung USA (@Samsungtweets) August 17, 2015
The Experience Hub also features a showcase on next year’s PGA Championship venue – the Baltusrol Golf Club, Springfield, New Jersey – as part of a ‘Beyond Imagination’ demonstration of the Galaxy Gear VR.
#PGAChamp attendees getting an up-close look at the newest cutting-edge technology at the Samsung Experience. pic.twitter.com/QDYE6ppuf9
— Samsung USA (@Samsungtweets) August 16, 2015
At the ‘Cup Cam Selfie Zone’, fans could have a sharable shot taken of themselves with their friends and families on the Samsung NX Camera. Another feature for the weekend was the Wanamaker Trophy itself and again Samsung guests could have their pictures taken with the cup.
Samsung also set-up three on-course, universal phone charging stations.
Comment
It was back in 2014 that Samsung signed a deal to become official patron of the PGA of America that included the rights to the immersive app and TV platforms as it spanned multi-screen and second-screen rights.
The brand’s ambassador deal with Azinger looks a shrewd move from Samsung as he selection as US Ryder Cup captain ensures that the endorser combines the brand’s two major PGA properties.
This three-year partnership includes both the PGA Championship and Ryder Cup and sees Samsung play the part of the official scorer of both events.
Samsung’s activation ambition was to ensure golf fans could connect easily with the game they love.
Among the other official partners activating on-site through branded experiential spaces at the tournament were Mercedes-Benz and OMEGA.
The ‘Mercedes-Benz Performance Center’ offered attendees a chance to see its latest vehicle range, plus have their swing analysed in a simulator and even practice their short game on an indoor putting green.
A client-only Mercedes-Benz Loyalty Lot also enabled anyone driving a Mercedes-Benz to the championship could benefit from preferred parking.
Those visiting the auto giant’s golf experience also had a chance to scoop a new 2016 GLE350 at the Mercedes-Benz Hole-In-One Challenge.
This activation strand also saw those whose putts stopped within 97 inches of the hole rewarded with a special Mercedes-Benz gift.
Mercedes ambassadors and current PGA players Rickie Fowler and Martin Kaymer both took on the challenge during the week, so fans could also measure their own efforts against those of competing pros.
Meanwhile, Omega’s ‘Great Moments in Time’ experiential space showcased the 2016 Olympic Games in Rio de Janeiro – where golf will be part of the Games for the first time in more than 100 years.
In the premium watch brand’s space, PGA Championship spectators are invited to view unique timepieces and learn about Omega’s history through a museum-style exhibit.
‘The PGA’s Official Patron Partners present to fans some of the finest advancements in luxury vehicles, timepieces and consumer electronics,’ said PGA of America CEO Pete Bevacqua.
‘We invite everyone attending the 97th PGA Championship at Whistling Straits to the Mercedes-Benz Performance Center, OMEGA exhibition and The Samsung Experience, in order to sample their state-of-the-art products through creative experiences that take you beyond the golf course and into the next generation of innovation.’
Links
Samsung USA YouTube:
https://www.youtube.com/user/SamsungUSATube
Samsung USA Website:
Samsung USA Twitter:
https://twitter.com/Samsungtweets
Samsung USA Google+:
https://plus.google.com/+SamsungUSA
Samsung USA Facebook:
https://www.facebook.com/SamsungUSA
PGA Website:
http://www.pga.com/pga-america
PGA Twitter:
PGA Facebook:
https://www.facebook.com/PGAcom
