TaylorMade wanted to engage golf fans around the 2012 US Open and also incorporate an e-commerce tie-in.
The TaylorMade social hub for the 2012 US Open harnessed and amplified the social conversations of golf fans. In addition to integrating curated social content, TaylorMade also gave visitors the chance to vote for favorite apparel combinations that linked to product pages. Fans had the chance to interact with their favorite players by Tweeting “good luck” right from the social hub. In addition, contests based out of the social hub allowed fans to win TaylorMade gear.
The brand deployed Twitter Promoted Tweets and Trends to reach a broader audience with compelling content in order to drive consumers into a branded, participatory experience. This strategy allows the brand to effectively leverage paid media to drive consumers into owned properties in which authentic, earned media is generated and shared.