Solution
adidas Golf asked Leader to develop a program to create buzz and excitement around their new PowerBand golf shoe. Capitalizing on the popularity of the FBR Open's famed 16th hole, Leader developed an integrated marketing campaign with the Shoe in One program. The campaign promised up to 10,000 pairs of shoes, distributed to golfers that registered at golf shops and online, if a PGA Tour player wearing adidas shoes scored a hole-in-one.
Service
Leader handled the insurance research, coordination of Web, concept development, on-site support, public relations and rules in connection with the internal legal team. PGA star Kenny Perry came within 6 inches of an ace, bringing the always rowdy crowd to hysterics.
Success
The program was a terrific success with:
- 20,000 registered golfers
- More than $500,000 in equivalent publicity value against $50,000 spend
- Exposure to 400,000+ consumers at the event
- In-store promotions with VAN's Golf retail locations
- PowerBand golf shoe became a huge seller