CARLSBAD, CA: TaylorMade Golf Company is promoting its RocketBallz woods by leveraging its relationships with top players at this week's Cadillac Championship in Miami.
To tease consumers and members of the media about how the RocketBallz 3-wood can increase a golfer's distance by 17 yards, TaylorMade has replaced its hat logo with the No. 17 and asked players to wear the hat at the tournament from March 8-11, said Bob Maggiore, CMO of TaylorMade.
“Everything has this ‘17 trigger,' which is intended to get consumers to say, ‘What are they talking about?'” said Maggiore.
He added that on Sunday, March 11, the players will sport a soccer-style jersey with the No. 17 on it during the final round of the tournament rather than their normal golf attire. TaylorMade will also distribute the jerseys to members of the press.
Leader Enterprises, PR AOR for TaylorMade for the last 10 years, has helped the golf-equipment manufacturer generate buzz during the week by reaching out to media and planning promotional events, said Maggiore. The firm is also setting up interviews with the press for some sponsored players, such as Sergio Garcia, he said.
Through Sunday, the Golf Channel and NBC will conduct segments about the RocketBallz drivers as well as text message and tweet contests for consumers to win one of 17 new 3-woods. The company launched a campaign to promote its R11S driver in January.
TaylorMade will also incorporate social media into its campaign, encouraging consumers, fans, and golfers use the hashtag #RBZFactor during the tournament, said Maggiore. The TaylorMade Twitter handle has more than 48,000 followers. The company also plans to launch a specially made Facebook app this week for RocketBallz.
TaylorMade also hosted a kick-off party at the Doral Resort in Miami to engage guests, golfers, and media outlets, said Maggiore.