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Samsung personalizes engagement via Ryder Cup mobile, TV app

Consumer electronics company Samsung is going green with mobile in its current offering of an Android Ryder Cup mobile and television application allowing users to shop, stream and stay up-to-date with live coverage of the annual golf tournament.

Developed in collaboration with Turner Sports and the PGA of America, Samsung promotes its own products by giving golf fans access to exclusive content of the tournament from the comfort of their own homes. By tapping an omnichannel experience, Samsung provides a unique source of engagement and allows personalization for each user.

?In our continued effort to bring consumers new and immersive experiences across our products, Samsung is excited to be working with the PGA and Turner Sports, bringing golf fans a way to deepen and enrich their Ryder Cup viewing experience," said Eric Anderson, vice president of content and product solutions at Samsung.

Putting toward mobile
The Ryder Cup Android app gives users free access to live streaming video and audio coverage from the Ryder Cup Live, press room and radio and can be customized with Team USA or Team Europe skins.

The app features detailed leaderboard and scoreboards, giving users full disclosure of information, and has the latest news, photos and video highlights. 

Users can reference details of each course and receive customizable alerts depending on users? favorite players and certain matches, scores, video highlights and breaking news.


Samsung device holders can access exclusive features, including casting to Samsung Smart TVs to share the action with their family and friends.

The homepage of the app contains a stream of the latest content. 

The multiscreen capabilities of the app allow users to go back and forth from their Samsung Smart TV to its Android mobile version. 

A shop feature allows users to select official event based merchandise, including Team USA uniforms right from their Samsung Smart TV and complete the purchase using their mobile devices or desktop.

Ryder Cup by Samsung currently maintains a rating of 3.8 out of five stars.

Live feed
In August, the US Open tennis tournament kicked off with new mobile applications that leveraged location-based push messaging with rich media for the first time and incorporated a test of beacon technology. 

The United States Tennis Association launched new apps for smartphones and iPad tablets for its two-week, showcase event, with content tailored for each device. The association executed a careful strategy not only around the content displayed, but also around the advertising that appears within the apps (see story). 

Cable telecommunications company Time Warner also incorporated its brand in the events of the U.S. Open by providing 235 access points of free Wi-Fi Internet service for attendees at the United States Open Tennis Championships in New York, which built awareness of the company and served as its largest public venue installation to date.

In addition to Wi-Fi, Time Warner invited attendees into its studios for additional engagements, expanding the marketing opportunity to build the brand?s overall presence. Providing WiFi access at an event of such a large scale should help attendees get more enjoyment from the experience and garner appreciation for the company if it executes the effort flawlessly (see story). 

Live events undoubtedly garner a load of attention, so brands respond by leveraging mobile to build brand awareness and offer an additional source of entertainment through mobile technology.

?Whether using a Samsung Smart TV or mobile device, the Ryder Cup TV app is just another example of what lies ahead as we develop new ways for consumers to view their favorite content,? Mr. Anderson said. 

Final Take
Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York