Our Award-Winning Work
In 2007 alone, Millsport earned nine awards for its sports marketing programs, including a prestigious Cannes Gold Lion, Promo PRO Award, Globes Award, Stevie Award, Ex Award, and a Bill Veeck Sports Marketing Award from St. Louis University.
AT&T Caddie Call
Objective
AT&T is the title sponsor of the AT&T Pebble Beach National Pro-Am, a tournament that gives amateurs the opportunity to play with a PGA professional. Each PGA professional plays for a charity of their choice with proceeds from the tournament going to the charity chosen by each professional.With the merger of BellSouth and Cingular, AT&T wanted to create a big splash at the end of 2006 and beginning of 2007 surrounding its PGA event.
Promotion Objectives:
• Leverage an existing sponsorship asset: The AT&T Pebble Beach National Pro-Am
• Drive consumers on-line to the AT&T blue room to interact with and learn more about AT&T products
• Drive brand and product preference among key consumers and business target segments
Strategy
Strategically, we sought to engage consumers while providing them with a once-in-a-lifetime opportunity that would generate a buzz among golf fans. With that in mind, we developed the AT&T Caddie Call (http://app4.v-click.com/caddie_call/), an online program that gave fans a chance to demonstrate their golf knowledge and enter for a chance to caddie for PGA Tour professional Camilo Villegas during the 2007 AT&T Pebble Beach National Pro-Am.We worked with AT&T and Camilo to create an online multiple-choice test for prospective caddies, which helped ensure that the winner was well-versed in the rules of the game. Questions were presented through video footage or animation, creating a fun, interactive way to go through the golf quiz. Those who answered all nine multiple-choice questions correctly were entered for the caddie position and everyone who participated had a chance to win golf gear and autographed memorabilia from Camilo.
Promotional Elements:
• Promotional Website
- URL: http://app4.v-click.com/caddie_call/
- All traffic driven to attblueroom.com to participate in the program
- Nine questions provided to each consumer were pulled randomly from a pool of 18 total questions
- Viral component – “Send to a Friend”
- AT&T product information, including E-Bill signup
• Online Media Creative
- Ownership of golf sections on sports sites such as Yahoo! Sports, ESPN, Sports Illustrated and more
- Strong presence on golf specific sites (Golf.com and the Golf Digest site), including home page roadblocks and site takeovers
- Banner ads on golf-related content, including Weather.com (sponsor of the Golf Course Planning page), Shopping.com (targeting golf and sports/outdoor products) and Yahoo! Shopping (reaching the Christmas shoppers during December)
- General interest sites like Wall Street Journal/Dow Jones, geo-targeted to business community and inclusion on WSJ newsletter and Men’s Health, geo-targeted and newsletters
- Golf Digest
- Golf Magazine (including advertorial insertions)
- Sports Illustrated
- Golf World
• In-store/On-course Partnerships
- Golfsmith POS: In-store display, on-person POP buttons, bag-stuffers, screen-savers displayed on in-store kiosk, e-mail blasts
- Golf course/Retail partnerships: Golf cart signage throughout warm-weather courses, PGA TOUR retail in-store signage during holiday rush in major metropolitan airports, tee dividers, counter cards and in-store signage at pro-shops and driving ranges
• Television
- Promotional spots on The Golf Channel during the first three 2007 FedEx Cup PGA TOUR tournaments
• Public Relations
- Media release announcing the launch of the program and continued in local markets throughout the program
- The Golf Channel and PGA Tour Productions did a piece on the winner’s caddie round at Pebble Beach
