2012 Winners & Shortlists

The Brief

Golfers can improve their game with Golf Digest Magazine's invaluable tips and techniques from the experts.We wanted golf enthusiasts to tell us what's the most frustrating part of their game on our facebook page. In return we would reward 4 lucky winners with private lessons at The Butch Harmon School of Golf.

Describe how the promotion developed from concept to implementation

We bent golf clubs in various high traffic areas around The Dubai Desert Classic golf course . On our bent clubs, a message read: Frustrated? Improve your game. Golf fans were then invited to scan the QR Code below our message, which took them to our Facebook page. On our page, golf fans were encouraged to tell us what’s the most frustrating part of their game. Participants that left a comment were automatically entered into a draw for a chance to win private golf lessons at The Butch Harmon School of Golf.

Describe the success of the promotion with both client and consumer including some quantifiable results

As the promotion ran on February 9th, 2012, it is still too early for exact results. However, thousands of Facebook likes and comments filled our Facebook page over the 5-day event and four very lucky winner were also chosen to help improve their game at The Butch Harmon School of Golf.

Explain why the method of promotion was most relevant to the product or service

Golf Digest magazine helps improve your game with invaluable tips and techniques from experts. We wanted to further reinforce this proposition by giving away private lessons at the Butch Harmon School of Golf. We mixed a common golf insight with mobile technology to drive our golfers to our facebook page.