UPS, an International Partner of The Masters, activated its tournament rights with a multi-strand campaign fronted by its golf brand endorsers Lee Westwood and Louis Oosthuizen.
Whilst there was no dominant strand to the logistics outfit’s 2015 Masters marketing, there were a series of interconnected, thematic activation strands each revolving around either one of the ambassadors or a UPS client company.
In addition to the on-air commercial rights and hospitality elements of the sponsorship package, UPS began its tournament activation with a fairly practical and functional, pre-Masters online spot called ‘Two Trophies, One UPS’.
This commercial took a practical look at the brand’s direct operational role in its two major golfing properties – The Masters & The Open – focusing on transporting the two trophies themselves around the world.
This was followed by additional activation strands –primarily led by social media – focusing on the brand’s key golf ambassadors.
In addition to the usual sports event, real-time social support for the players (which largely consisted of highlighting good shots and leader board positions),
#UPSGolf Ambassadors @WestwoodLee & Louis57TM at #TheMasters 2015 = 1 Eagle, 29 Birdies, 87 Par. pic.twitter.com/zWxC7hgZLk
— UPS (@UPS) April 13, 2015
a key element combined Westwood and his caddy Billy Foster.
Not only did this include an #AskLeeAndBilly segment: essentially a Twitter-led golf fan Q&A for golf fans to put questions to both Lee Westwood and his caddy (since 2009) Foster,
How much time would @WestwoodLee spend with Billy preparing for #theMasters? Watch to find out.
#UPSGolf
https://t.co/CuM3t6Q4A4
— UPS (@UPS) April 7, 2015
.@WestwoodLee and Billy Foster = The Ultimate Golfer-Caddie Duo: http://t.co/1zLzJj4WGX #GolfSolutions #Masters #UPSGolf
— UPS (@UPS) April 10, 2015
but also there was a UPS fan competition – part of the #UPSSwag hashtag initiative – to carry the player’s bag during the pre-tournament, firendly par-three competition at Augusta.
Who will be on @WestwoodLee’s bag at #TheMasters Par 3 Contest? #UPSSwag goes to @Don_LB. #AskLeeAndBilly
https://t.co/BLTj9pBqIr
— UPS (@UPS) April 3, 2015
This actually continued existing pre-tournament marketing work focused on the relationship between the endorsers and their supporting teams – particularly caddies.
Indeed, this approach continued after The Masters through a ‘Team-Ups’ (http://thenewlogistics.ups.com/sponsorships/golf/teamups/) feature on ‘Golf Ambassadors & Their Caddies’ on UPS’ own golf site that included offering consumers and golf lovers to ask ‘Quick Fire Questions’ to Westwood and Foster,
This interactive engagement opportunity was promoted in late April through online video
Another Masters social activation strand sued the #AugustaAdvice hashtag and was built around the brand’s other participating ambassador Oosthuizen.
It focused on the South African star offering real-time Masters tournament related on-course shot advice on the UPS Twitter feed.
Our very own, #TheMasters #Albatross pro, @Louis57TM gives his #AugustaAdvice tip number 2. #UPSGolf #GolfSolutions pic.twitter.com/OBE2lsWrnc
— UPS (@UPS) April 5, 2015
Here are @Louis57TM's final wise words before this year's #Masters Tournament begins. #GolfSolutions #AugustaAdvice pic.twitter.com/msxUWXMfVY
— UPS (@UPS) April 8, 2015
The brand also used its social media channels to highlight some of its previous golf activation and content from late 2014.
This included a ‘supply chain’ focused campaign called ‘Changing The Game’ that was built around its client partnership with ‘Hopkins Golf’ and fronted by company CEO and golf industry veteran Greg Hopkins.
We can design a supply chain & manufacturing process for your business. Proof is in the putting! #GolfSolutions http://t.co/aHrBTdlGwg
— UPS (@UPS) April 11, 2015
This golf marketing strand is actually part of an ongoing, joint customer/ambassador led set of initiatives focusing on UPS functional benefits.
This also included a ‘UPS 3D Printing Services’ that was aimed at small businesses and fronted by Westwood.
This first launched in October 2014, and saw a UPS 3D printer in a New York outlet create a replica of Westwood’s PING putter.
Another strand (rolled out in September 2014) saw ambassador Oosthuizen pay a personal visit to UPS’s very own ‘Worldport’ distribution facility (and try out the company’s flight simulator).
The two golf ambassadors also teamed up together in December 2014 for a light-hearted social initiative called ‘Bunker Challenge’.
Comment
The aim of UPS’ golf partnerships is to deliver brand awareness internationally and to help bring customer and employee experiences to life at UPS-sponsored events and at ambassador-hosted golf days.
Most of UPS’ golf marketing revolves around its two flagship property sponsorships – The Masters and The Open (which it claims combines the oldest golf tournament with and the most prestigious of the four championships) with three global golf brand ambassadors (Westwood, Oosthuizen and Jeev Milkha Singh)
Its golf presence is further boosted by its role as the Official Logistics and Express Partner to the BMW Masters in China.
The ambassador programme objective is to not just give UPS’ golf presence an instantly recognisable faces (and thus adding a human touch to the golf program), but also to help convey key UPS messaging at tournaments sponsored by UPS.
This often means working with UPS to uses golf in order to showcase its services and skills to the sport’s senior management fanbase through golf-related campaigns and content that dovetails with the company’s wider ‘New Logistics’ umbrella idea.
Links
UPS New Logistics Golf Website:
http://thenewlogistics.ups.com/sponsorships/golf/
UPS Sponsorship Website:
https://www.upssponsorships.com/
UPS YouTube:
https://www.youtube.com/user/ups
UPS Twitter:
UPS Facebook:
https://www.facebook.com/ups.uk?brand_redir=154423787905266
UPS Google+:
https://plus.google.com/+UPS/posts
The Masters Website
