Our goal was to broaden tournament attendance beyond the typical FedEx St. Jude Classic golf fanatic who wants to see golf pros duke it out. So, we positioned the tournament as a week-long party for people who might not know a birdie from a bogey.
Long, experience-trumpeting headlines did the work of body copy, encouraging people of every ilk to “Come Play.” Then we redefined “play” as enjoying live music, socializing in the Michelob Ultra Party Tent, and chowing down at The Hub.
The media strategy leveraged as many different outlets as possible: print, billboards, radio, and television. Depending on the media placement, we varied headlines and voiceovers to resonate with music lovers, socializers, young families, and businesspeople.
We also pushed the experiential marketing envelope – or golf bag – with a high-impact street team recruited, trained, and directed by the PR pros at inferno. Team members drove an SUV wrapped with the “Come Play” message and handed out FedEx St. Jude Classic beads, sunglasses, koozies, and visors at Memphis Brewfest, South Main Trolley Night, Swanky’s Cinco de Mayo celebration, and several other key events. The team took their promotions online as well by leveraging social media and using the hashtags #ComePlay2013 and #BirdieBrigade. This allowed us to promote future onsite events and stay current with what people were saying about the tournament.
We were excited to help drive this year’s tournament campaign. Thanks to the FedEx St. Jude Classic for being such a great client and providing us with the opportunity to do some truly creative work.