MasterCard’s multi-strand activation around The Open Championships is led by an integrated salute to golf legend and brand ambassador Tom Watson – winner of no less than five claret jugs.
This #HatsOffToTom phase of the payments giant’s Open activity trumpets his legacy as the 2015 Open marks the iconic golfer’s retirement (and aims to engage card holders and golf lovers).
Spearheaded by a tribute video to his Open victories that was launched on the MasterCard YouTube channel on 10 July,
The 2015 Open at the home of golf, St Andrews, is the last-ever Open appearance for American Tom Watson – who has been a MasterCard ambassador for 19 years.
Thus, this marketing push urges the gofing world to take its hat off to celebrate the career of one of the game’s very best.
So MasterCard, an official patron of The Open Championship, invites cardholders, golf fans and consumers everywhere to be a part of the historic event and its own #HatsOffToTom tribute – in-person on the course itself and around the world via social media.
Pay tribute to @TomWatsonPGA's last ever @TheOpen by tipping your hat, just like his son Michael did! #HatsOffToTom http://t.co/RWDiekbi3Z
— MasterCardUK (@MasterCardUK) July 17, 2015
To celebrate @TomWatsonPGA's last @TheOpen, we paid tribute to him in the MasterCard clubhouse! #HatsOffToTom pic.twitter.com/Z0qtHcw7UU
— MasterCardUK (@MasterCardUK) July 16, 2015
Hats Off To You: Watch Tom Watson's tribute to us fans, and don’t forget to share your #HatsOffToTom tribute.
https://t.co/8YOgtCWWdm
— MasterCardUK (@MasterCardUK) July 16, 2015
To honor Watson on the course, players and fans alike will be taking off their hats to Watson as he crosses the iconic Swilcan Bridge during Thursday’s opening round.
While MasterCard is encouraging fans around the world to salute the great man on social media using the hashtag #HatsOffToTom and tweeting their own tribute.
Who will join us in paying tribute to Tom Watson's last @TheOpen by tipping your hat? #HatsOffToTom #TheOpen https://t.co/tHU3SEeqXs
— MasterCardUK (@MasterCardUK) July 16, 2015
Fans are also being encouraged to share a photo with your #HatsOffToTom and MasterCard is then sharing those pictures with Watson himself.
Watson’s playing history is also the subject of MasterCard’s latest ‘Priceless Golf Newsletter’.
Other elements of MasterCard’s Open activity include using its other golfing ambassadors – Graeme McDowell, Ian Poulter, Brandt Snedeker, Harris English and Nick Faldo – to create content for its social media channels and also to appear at The MasterCard Club.
The Club, erected in the Exhibition Village, is a branded space onsite where cardholders can enjoy privileged access during the championship: a place to relax, enjoy the golf, partake of the refreshments and interact with its golf interactive offerings and even enter competitions to win prizes – such as its card holder caddies.
McDowell will even be pouring pints behind the Club bar on the Thursday and Friday – so card holders can share a pint with him in the club, while fans out on the course are being surprised with an invite to share a beer with the two-time Major winner.
Day two of @TheOpen & play is temporarily suspended due to rain. Want to get inside? Our club opens at 8AM! #TheOpen pic.twitter.com/ihF8shhwdQ
— MasterCardUK (@MasterCardUK) July 17, 2015
Interestingly, MasterCard is also amplifying McDowell’s bar skills via Periscope.
We surprised fans at #TheOpen, they're having a pint with @Graeme_McDowell & you can join in on Periscope from 5.30! https://t.co/YJrnf8SCPK
— MasterCardUK (@MasterCardUK) July 16, 2015
and Twitter.
Graeme McDowell surprises fans @TheOpen by pouring a few pints http://t.co/KE1GDxPMLG pic.twitter.com/aGATMYJv7N
— MasterCardEU (@MasterCardEU) July 17, 2015
A further element of its golf activation running under its global, umbrella Priceless Moments big idea is an ‘Official Open Scorer’ competition in partnership with scorecard app Golf GameBook.
Priceless moment at #TheOpen… @MasterCardUK scorer walks the fairway of dreams into the sunset at the home of Golf pic.twitter.com/6HzbMywT1F
— GameBook (@GolfGameBook) July 16, 2015
Golf GameBook and MasterCard are offering fans and card holders a chance to be an official scorer at The Open at St Andrews – see http://www.officialscorer.co.uk/terms#sthash.WBphXJAQ.dpuf.
To enter the competition, fans simply needed to play a round of golf (between 8 June and 12 July) and use the scorecard app – seehttp://www.officialscorer.co.uk/#sthash.jrzC2qg7.dpuf
The competition offered several prizes (including ticket packages), but the two grand prize winners received an invitation to be an official scorer of one of the marquee groups during the first round of The Open on 16 July, 2015.
These winners will attend a training session on Wednesday 15 of July, 2015 to learn the ropes and they will also receive accommodation at Fairmont St Andrews, transfers from hotel to tournament venue, dinner on Wednesday evening, hospitality in the MasterCard’s Patron’s Pavilion and official scorer apparel by Ralph Lauren.
Other card holder benefits on-course at The Open 2015 include 10% discounts on food, drink and shop purchases made with a MasterCard.
The financial brand is also promoting its ongoing ‘US PGA Tour experience’ competition at The Open too. This see MasterCard gives entrants a unique opportunity to live a couple of hours in a PGA Tour player’s shoes through the PGA Tour Player Experience and a TPC course.
This prize includes red carpet arrival treatment with access to exclusive amenities, facilities, and services normally reserved for PGA Tour professionals. Plus a round of golf, a personal storyteller caddy to take you back in time and inspire you by recreating shots once made by your favorite PGA TOUR players, plus food, drink and accommodation
Comment
When a genuine legend retires there is a rare opportunity to create nostalgic and emotional connections to fans.
Indeed, this MasterCard ‘hats-off’ idea has clear echoes of Nike Jordan’s ‘Re2pect’ Cannes Lion winning campaign for Derek Jeter’s retirement last year which saw fans and sports stars tip their hats to the New York Yankees captain.
Links:
The Open / Mastercard Website:
http://www.theopen.com/patrons/mastercard
MasterCard Golf Website:
www.hsbcgolf.com
MasterCard YouTube:
https://www.youtube.com/user/MasterCard
MasterCard Twitter:
https://twitter.com/MasterCardNews
https://twitter.com/MasterCardUK
#HatsOfftoTom
@MasterCardNewsand
@MasterCardUK
The Open Website:
http://www.theopen.com/
The Open Facebook:
https://www.facebook.com/The-Open-Championship
The Open Twitter:
https://twitter.com/TheOpen
The Open Instagram:
https://i.instagram.com/theopen/
The Open YouTube:
https://www.youtube.com/user/theopen
