PGA CHAMPIONSHIP / RYDER CUP

CATEGORY:  Consumer Engagement / Brand Partnerships • KEY CONTRIBUTION:  Strategy / Experiential Lead 

OBJECTIVE:

Bring the ecosystem to life for PGA fans through a perfect balance of visual (TV) experiences and deep interactive mobile (VR) engagements delivering a 360 integrated marketing campaign to champion Samsung’s partnership for fans both on the course and at home.

OVERVIEW:

The PGA Championship is one of four major tournaments in professional Golf with $10 million to the winner and The Ryder Cup played every two years alternating between the United States and Europe showcases the top golfers in the world competing as a team for price and for country. 

APPROACH:

As an official partner of the PGA, create a manifestation of an ultra-connected life through the lens of golf tailored to each fan, engaging them in interactive storytelling and engaging experiences.

• Generate an authentic connection between golf and Samsung and introduce the new 4k Hi-Def Television as the best way to watch the golf. 
• Capitalize on new opportunity to incorporate technology on the course with the social platform #SamsungOnTheGreen engaging fans to take photos with the flagship devices with a chance to win prizes for best photos from the day
• Execute a consumer-focused, first to market buzz-worthy experiences that showcase the power VR technology with 360 VR gaming experience putting the fan on the Championship Course  
• Increase brand preference and drive brand awareness, incentivizing sales by creating the 1st ever Best Buy TV Pop-up Shop allowing consumers to purchase on-site and product delivered to them directly within 24hrs.