Stickers with Bite By Golf Digest
Golf Digest is a monthly golf magazine published by Warner Bros. It covers a broad spectrum of golf-related topics, catering to both recreational and competitive golfers. The magazine offers insights on golf instruction, equipment reviews, course rankings, travel, news, and features on professional golfers. Golf Digest done a creative and simple marketing strategy just for the targeted audience.
Campaign Overview
Campaign Goal :
Promote Golf Digest magazine in a fun and unconventional way using guerrilla marketing tactics.
The Idea:
Play on the frustration golfers experience with errant tee shots and create a surprise encounter.
Execution:
- Sticky Situation : Golf Digest placed small, bright green stickers on random cars in parking lots.
- The “Punchline” : These stickers depicted a golf ball indented into the car’s windshield, creating the illusion of a hole-in-one!
- Strategic Placement : They targeted cars parked near businesses frequented by golfers, like golf courses, restaurants, and sporting goods stores.
Impact and Results
- Surprise and Delight : Imagine the startled amusement of a car owner finding a “golf ball” embedded in their windshield (sticker). This unexpected encounter would likely spark curiosity and laughter.
- Brand Awareness : The sticker prominently displayed the Golf Digest logo, ensuring brand recognition for those who saw it.
- Social Media Buzz : People who found the stickers were likely to share photos online, further amplifying the campaign’s reach.
Lessons Learned
- Think Outside the Box : Don’t be afraid to break away from traditional marketing methods.
- Target Audience : Tailor your campaign to resonate with your ideal customer (golfers in this case).
- Embrace Humor : A touch of humor can go a long way in making your campaign memorable.
