TaylorMade Golf launched the first-ever Carbonwood, turning the golf market upside down with excitement. As a big part of the launch, TaylorMade wanted to build a large brand awareness and did so with activations at two PGA Tour events – the Farmers Insurance Open and Genesis Invitational. Southport created multiple activations elements including – Stealth product trial hitting bay, an outdoor golf lounge to view the tournament, and a lounge for consumers to see for the first time the MyTaylorMade+ App. TaylorMade also added the TaylorMade PGA Tour Truck for consumers to tour the big rig and see where the Tour Pros have their clubs dialed in. It created a NASCAR-like setting, really letting fans behind the scenes and into the pits.
More than 4,000 consumers engaged with the experiences provided by TaylorMade. Social Media takeovers throughout both events showcased the new product to fans enticing them to come see it before you could buy it in the store. More than 200,000 impressions were earned on Social Media.