17/07/2015

MasterCard Open Activity Led By #HatsOffToTom Watson Tribute

MasterCard’s multi-strand activation around The Open Championships is led by an integrated salute to golf legend and brand ambassador Tom Watson – winner of no less than five claret jugs.

 

This #HatsOffToTom phase of the payments giant’s Open activity trumpets his legacy as the 2015 Open marks the iconic golfer’s retirement (and aims to engage card holders and golf lovers).

 

Spearheaded by a tribute video to his Open victories that was launched on the MasterCard YouTube channel on 10 July,

 

 

The 2015 Open at the home of golf, St Andrews, is the last-ever Open appearance for American Tom Watson – who has been a MasterCard ambassador for 19 years.

 

Thus, this marketing push urges the gofing world to take its hat off to celebrate the career of one of the game’s very best.

 

So MasterCard, an official patron of The Open Championship, invites cardholders, golf fans and consumers everywhere to be a part of the historic event and its own #HatsOffToTom tribute – in-person on the course itself and around the world via social media.

 

 

 

 

To honor Watson on the course, players and fans alike will be taking off their hats to Watson as he crosses the iconic Swilcan Bridge during Thursday’s opening round.

 

While MasterCard is encouraging fans around the world to salute the great man on social media using the hashtag #HatsOffToTom and tweeting their own tribute.

 

 

Fans are also being encouraged to share a photo with your #HatsOffToTom and MasterCard is then sharing those pictures with Watson himself.

 

Watson’s playing history is also the subject of MasterCard’s latest ‘Priceless Golf Newsletter’.

 

Other elements of MasterCard’s Open activity include using its other golfing ambassadors – Graeme McDowell, Ian Poulter, Brandt Snedeker, Harris English and Nick Faldo – to create content for its social media channels and also to appear at The MasterCard Club.

 

The Club, erected in the Exhibition Village, is a branded space onsite where cardholders can enjoy privileged access during the championship: a place to relax, enjoy the golf, partake of the refreshments and interact with its golf interactive offerings and even enter competitions to win prizes – such as its card holder caddies.

 

McDowell will even be pouring pints behind the Club bar on the Thursday and Friday – so card holders can share a pint with him in the club, while fans out on the course are being surprised with an invite to share a beer with the two-time Major winner.

 

 

Interestingly, MasterCard is also amplifying McDowell’s bar skills via Periscope.

 

 

and Twitter.

 

 

A further element of its golf activation running under its global, umbrella Priceless Moments big idea is an ‘Official Open Scorer’ competition in partnership with scorecard app Golf GameBook.

 

 

Golf GameBook and MasterCard are offering fans and card holders a chance to be an official scorer at The Open at St Andrews – see http://www.officialscorer.co.uk/terms#sthash.WBphXJAQ.dpuf.

 

To enter the competition, fans simply needed to play a round of golf (between 8 June and 12 July) and use the scorecard app – seehttp://www.officialscorer.co.uk/#sthash.jrzC2qg7.dpuf

 

The competition offered several prizes (including ticket packages), but the two grand prize winners received an invitation to be an official scorer of one of the marquee groups during the first round of The Open on 16 July, 2015.

 

These winners will attend a training session on Wednesday 15 of July, 2015 to learn the ropes and they will also receive accommodation at Fairmont St Andrews, transfers from hotel to tournament venue, dinner on Wednesday evening, hospitality in the MasterCard’s Patron’s Pavilion and official scorer apparel by Ralph Lauren.

 

Other card holder benefits on-course at The Open 2015 include 10% discounts on food, drink and shop purchases made with a MasterCard.

 

The financial brand is also promoting its ongoing ‘US PGA Tour experience’ competition at The Open too. This see MasterCard gives entrants a unique opportunity to live a couple of hours in a PGA Tour player’s shoes through the PGA Tour Player Experience and a TPC course.

 

This prize includes red carpet arrival treatment with access to exclusive amenities, facilities, and services normally reserved for PGA Tour professionals. Plus a round of golf, a personal storyteller caddy to take you back in time and inspire you by recreating shots once made by your favorite PGA TOUR players, plus food, drink and accommodation

 

Comment

 

When a genuine legend retires there is a rare opportunity to create nostalgic and emotional connections to fans.

 

Indeed, this MasterCard ‘hats-off’ idea has clear echoes of Nike Jordan’s ‘Re2pect’ Cannes Lion winning campaign for Derek Jeter’s retirement last year which saw fans and sports stars tip their hats to the New York Yankees captain.

 

 

Links:

 

The Open / Mastercard Website:
http://www.theopen.com/patrons/mastercard

 

MasterCard Golf Website:
www.hsbcgolf.com

 

MasterCard YouTube:
https://www.youtube.com/user/MasterCard

 

MasterCard Twitter:
https://twitter.com/MasterCardNews
https://twitter.com/MasterCardUK
#HatsOfftoTom
@MasterCardNewsand
@MasterCardUK

 

The Open Website:
http://www.theopen.com/

 

The Open Facebook:
https://www.facebook.com/The-Open-Championship

 

The Open Twitter:
https://twitter.com/TheOpen

 

The Open Instagram:
https://i.instagram.com/theopen/

 

The Open YouTube:
https://www.youtube.com/user/theopen



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