Golf Pride Golf Grips (AvantGo, a service of iAnywhere)

Golf Pride Golf Grips

Brand: Golf Pride

Company: Golf Pride/Blattner Brunner

Goals:
Golf Pride, a division of Eaton Corporation, is the leading supplier of grips to the golf club manufacturing industry and the top choice for grip replacement. Golf Pride grips are the overwhelming choice among tour players, club pros, and top amateurs worldwide with a market share of nearly 80%. Blattner Brunner/SRC is Golf Pride’s integrated marketing agency. Golf Pride was looking to maintain its leadership position in the golf grip category by growing both the category and the company’s market share.

Solution

A mobile, interactive marketing campaign – including a downloadable golf game– co-developed by Blattner Brunner/SRC and AvantGo and distributed on the AvantGo mobile Internet service.

Results

·          The AvantGo-based campaign and advergame succeeded in reaching target audience members who were previously overlooked in campaigns using traditional print and broadcast media.

·          With the AvantGo campaign still running, nearly 50,000 individuals already downloaded the game, representing an unheard of conversion rate of 54 percent.

·          Not only did the AvantGo campaign prove effective in reaching previously elusive target audience members, but it was significantly more cost-effective than a traditional direct mail program would have been.