KPMG, a network of firms offering audit, tax, and advisory services, wanted to increase brand awareness and promote its charitable efforts with spokesperson, golfer Phil Mickelson. The company’s “Blue for Books campaign” allows golf fans to purchase the KPMG hat Mickelson wears during competitions in blue for a limited time with proceeds benefiting charity. For every hat that is purchased, KPMG’s non-profit organization, Family for Literacy, donates three books to children in need.
KPMG used the Twitter account @MickelsonHat to launch a contest giving people the chance to win a trip to San Diego to meet Phil Mickelson at a Chargers/Broncos football game. Contestants could enter to win the “Where is the Blue Hat Taking You? Contest” by tweeting photos wearing their blue KPMG hats with the hashtag #PhilsBlueHat. Leveraging the Mass Relevance Platform, KPMG was able to surface relevant, safe photos. KPMG selected the top ten photos and invited the public to vote via Twitter for the winner. 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.