Susan G. Komen Race for the Cure
To promote the Susan G. Komen Foundation's Golf Tournament, we used a variety of tactics to raise awareness
and increase entries and then branded the experience of the event, reminding participants that they weren't
just playing golf.
Print and Direct Mail
Using one of our sponsor's video crew and an account executive as our actor, we created a TV spot that ran on local cable, primarily on the Golf Channel.
It is the tradition of golfers that if you find a ball as you play, you look for another golfer who might have hit it. If you don't see anyone, the ball is yours to keep. So we gave several hundred branded golf balls to the Course Masters at several local private golf clubs and requested that they randomly "lose" the balls around the course. When players "found" them, they would pick them up and get our message.
At the tournament itself, we branded everything. Signs at each tee box gave tips from the course pro for that hole. The longest drive ribbon was pink. Signs posted at hazards like a marsh or sand trap took advantage of golfers frustration, reminding them that 'No one ever said fighting breast cancer would be easy.'