Konica Minolta Backs CBS Golf Swing Analysis Tool


Imaging, printing and networking tech outfit Konica Minolta launched its activation around its sponsorship of CBS Sports’ coverage of the 2011 US PGA Golf Tour with a two fairly straightforward TV spots.


The TVCs – ‘Back In The Day’ & ‘When I Was Your Age’ – aim to reinforce the brand’s document problem solving mission and they mark the eighth consecutive year its CBS golf programming sponsorship. Launching during the Farmers Insurance Open, the television work will run from January to August.


More interesting is the related ongoing sponsorship and tech work linked to its exclusive sponsorship of the “Konica Minolta bizhub SwingVision” feature. This is an award-winning high-tech, super slow-motion swing analysis. Several times per round, viewers will see and hear the Konica Minolta brand name connected to this unique and popular PGA TOUR feature which rbings the visual analysis tools of the golf teacher to the TV viewing public.


“Our marketing partnership with CBS Sports and the PGA TOUR has grown into a great partnership over the years – especially when you consider the increase in our corporate brand awareness since the inception of the Konica Minolta bizhub SwingVision. These fan favourite spots have become must-see videos on YouTube and other sites for PGA Tour followers around the globe, and these extra views add additional exposure to our brand building campaigns,” said Kevin Kern, Senior Vice President, Marketing, Konica Minolta Business Solutions USA.


“It is critical that we strengthen the bizhub brand in the mind of the consumer as a leading provider of technology solutions that increase business efficiencies particularly within the context of networked solutions and digital imaging. Our sports marketing initiatives, particularly our results from CBS Sports’ coverage of the PGA Tour has proven to be very effective in building brand awareness,” added Bill Brewster, Konica Minolta Vice President of Marketing.


According to Brewster the return on investment in the bizhub SwingVision is so favorable that the brand has sought other opportunities to build upon its momentum in sports marketing.




It is not enough for tech companies to just spread messages about their technical sophistication, today such business need to actually use their technology to provide viewers/targets with an enhanced experience. This TV tool does both – acting as both an entertainment enhancer and a utility.








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