• by Aaron Baar , May 1, 2014

Samsung, which has winningly used Miami Heat forward LeBron James in its television commercials to provide a glimpse of the basketball star’s life, is giving fans an even deeper look behind the scenes as the team rolls through the NBA Playoffs. 

The company is launching “LeBron,” a mobile application that will give fans a behind-the-scenes look into James’ playoff run. The app will include both on- and off-court videos, as well as game highlights and stats. 

“[The app] will be the voice of LeBron James on and off the court, providing never been seen before content to Galaxy owners,” Ashley Wimberly, senior manager of public relations at Samsung Telecommunications America, tells Marketing Daily. “During the playoffs, Galaxy owners will have a way to connect with him through exclusive content available in the app.”

The app, created by Samsung (in conjunction with the NBA) and available on Galaxy S phones and Note tablets, will feature four sections where users can browse: Athlete (featuring workout photos and videos, pre- and post-game information); NBA Playoffs (stats and live score updates); Style (such as “sneakers of the day” and James’ favorite songs), and Journey (insight into James’ charitable foundation and home life). 

“Fans can get unprecedented access to his life -- whether it’s listening to the same songs that he does while warming up, or seeing him with teammates,” Wimberly says.

The app is part of the company’s longstanding partnership with James and the NBA, and is a way for the brand to connect with its customers in a more engaging manner, says Wimberly. “Samsung is always looking for new ways for consumers to interact with our products and our brand,” she says. “We’re always exploring ways to bring new, timely content and other unique experiences to reward our customers for being loyal Galaxy owners.”