One of the most prestigious golf tournament's sponsors activated their deal by valuing brand loyalty
Patrick Reed may have won the 2018 Master's, but it was Mercedes-Benz VIP guests who were the real winners of the weekend. The automotive company flew in several of their loyal customers to experience the Master's, but with a luxurious twist.
The more traditional Master's experience is staying at a hotel in the area before dressing up, attending each round, and eating pimento cheese sandwiches at reasonable prices. It is a tradition unlike any other and it has lasted the test of time.
However, Mercedes decided to spice up the Master's experience by giving its guests their own houses along the river with complementary food and drinks for the weekend. The VIP guests' living experiences were capped off with access to golf carts and private chefs.
Moreover, Mercedes brought in one of their signed players in Rickie Fowler to talk to the guests and pose for pictures before the tournament started. Then, Mercedes had a private concert for their guests headlined by Charles Kelley, part of Lady Antebellum.
Mercedes did not stop there as they even had great benefits at Augusta during the tournament. The guests had their own clubhouse with fantastic complimentary food and even their own putting green to practice on. All in all, the automotive company definitely made a lasting impression on their guests.
1. While this activation emphasizes less on brand awareness, it does reward brand loyalty for those who own a Mercedes-Benz vehicle.
2. The Master's does not have many sponsors so Mercedes has a lot of exclusivity here. Moreover, their target demographic matches up well with golf fans and it's congruent.
3. Providing your customers with this once-in-a-lifetime opportunity creates this feeling of gratitude toward the sponsor and Mercedes will hope the guests spread the word about this promotion.
4. When thinking about a sponsorship, analyze how you could activate based on brand loyalty rather than spreading awareness. It is typically done with luxurious companies like Mercedes or American Express, but it can be very effective in marketing.
Below are some pictures of what the experience looked like for the guests.
Written by: James Campbell
James Campbell is currently in his Senior year at the University of Michigan. In May of 2018, he will receive his BA degree in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey. - @Jimmy10Campbell