Mercedes-Benz ran an integrated, multi-strand activation programme leveraging its sponsorship of The Masters in early April that ranged from US TV commercials on CBS, online banners, rotating logos on the official Masters website and providing an on-course VIP complimentary car service.
Its status as one of three global sponsors means slots on the very limited commercial ad space on the official TV broadcasts by CBS and it also produced golfer endorser led spots for digital platforms too – including a ‘Kaymer and Langer Practice Round’ film,
and a ‘Dreams Come True’ spot featuring first time Masters’ player Fabián Gómez.
The car partner also supplies The Masters with its auto fleet for the tournament,
Dedicated to the #PerfectDrive on the road and on the green. #mbGolfhttps://t.co/gz74VdH1i2
— Mercedes-Benz (@MercedesBenz) April 6, 2016
and has a major onsite presence at Augusta National Golf Club through the tournament.
You expect to see the best @TheMasters and here you go…@MBUSA #mercedesatthemasters pic.twitter.com/wlLTMOsuDu
— Kevin Runion (@KPRunion) April 6, 2016
At Augusta National itself, Mercedes (and its fellow sponsors) entertain guests at events near the course and its vehicles are available to golfers and select guests of the club.
This exclusive vehicle service includes GL-Class SUVs and S-Class convertibles for use during Masters week, while each of the auto outfit’s brand ambassadors also gets a second courtesy.
One of the more interesting pre-tournament Mercedes-Benz activation strands starred athlete ambassador Rickie Fowler embracing the traditions of The Masters in a series of online short films, called ‘Drive to Victory’, running on Instagram and other social platforms.
The premier car marque’s leading golf endorser seems to be maximising his preparation in an effort to win his first Major championship in this light-hearted and good humoured web series and include ‘Pimento Cheese‘ (a famous Masters sandwich) and ‘Green Is The New Orange‘.
The spots offer a fresh and funny take on Fowler’s tournament preparation and they are being amplified across social media both through the car brand and the athlete ambassador’s channels.
And, as if to consolidate the depth of the brand/endorser relationship, it is worth noting that Fowler has some smart and stylish wheels to get to Augusta in the form of his Mercedes-AMG GT S.
Comment
This campaign follows last year’s Mercedes’ ‘Living The Perfect Legend’ campaign (see case study) led by fellow Mercedes golf ambassadors Langer and Kaymer.
While a spokesperson for Mercedes said the Fowler videos generated more than one million views across social media, it is something of a shame that the player chosen as the premium auto brand’s principal Masters ambassador in 2016 suffered exited the tournament so early and thus failed to maximise earned amplification of the online films.
Particularly as the player endorsers of fellow partners IBM (Tom Watson) and AT&T (Jordan Speith) generated vast amounts of media coverage throughout the 2016 tournament and that Langer himself also generated a lot of interest through the four-day competition due to his excellent play.
Mercedes-Benz is a global sponsor of the #Masters2016. Come and cheer on our stars: https://t.co/yv323Apk0S #mbGolf pic.twitter.com/xquR8I6Vlq
— Mercedes-Benz (@MercedesBenz) April 8, 2016
Mercedes-Benz is one of just three companies to hold a global sponsor package with Augusta for The Masters and just one of five (the others being UPS and Rolex) to be an official partner of the tournament.
Indeed, despite his serious talent, Fowler’s failure thus far to lift a Major title has halted his bid to become one of golf’s so called Big Four (along with Jordan Speith, Rory McIlroy and Jason Day).
Golf is one of the key properties categories that Mercedes-Benz uses and to access high-net worth individuals and to showcase its premium credentials and values.
It sponsors three majors: the Masters, British Open and PGA Championship.
It also partners with several tennis properties and with the fashion industry to engage and reach affluent fans and followers.
Links
Mercedes-Benz Golf Blog
http://mercedesblog.com/mercedes-benz-plays-golf-as-global-sponsor-for-masters-tournament/
Mercedes-Benz Golf Facebook
https://www.facebook.com/MercedesBenzGolf
Mercedes-Benz Golf YouTube
www.YouTube.com/MercedesBenzTV
Mercedes-Benz Golf Instagram
https://instagram.com/MercedesBenz.Golf
Mercedes-Benz Twitter
https://twitter.com/mercedesbenz
The Masters:
