Social Media can create enormous buzz, but one of the sticking points is that the buzz often fades away fairly quickly. That’s why I love this campaign put on by Taylormade Golf and The San Diego Padres. Taylormade Golf produces the world’s number one driver and fairway woods, but that was not enough for this enthusiastic marketing team. When other golf manufacturers where cutting back in 2010, Taylormade golf pushed forward with an increase in their marketing expenditures.
Recently they put on a promotion at the San Diego Padres’ Petco park baseball stadium. They created a giant replica of their popular R11 driver and ran the shaft of the club 80 feet high alongside the right field’s foul ball pole. The shaft of the giant club leads down to a banner on the outfield wall that displays the head of the R11 driver. Now at every baseball event 40-50 thousand fans can’t miss that giant driver.
The promotion works on many levels, however Taylormade golf could add one element to increase the reach and buzz longevity of this marketing piece. They need to connect the offline world to the online world. They can do this easily by adding a QR code to the banner and let the 40 thousand some odd fans take a snap with their smart phone and go directly to a Taylormade online promotion.
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