Bridgestone Golf, Inc. Cause-Related Marketing
Client
Bridgestone Golf, Inc., based in Covington, GA, manufactures and markets premium golf balls, clubs and accessories under the Precept and Bridgestone brand names.
The Program
To leverage Bridgestone’s signing of PGA TOUR icon Davis Love III, JDPR developed a season-long cause-related marketing program that tied Love’s birdies made on Tour with Bridgestone donations to a patriotic charity. For every birdie Davis Love III made, Bridgestone donated $100 to Golf 9/12 – a new initiative intended to recapture the collective spirit of unity that swept through the country the day after September 11, 2001.
“Every birdie putt that I stand over in 2011 now takes on additional meaning. I’m happy to play a small part in the mission of the Golf 9/12 organization. Knowing that every birdie I make will help benefit our brave men and women, at home and abroad and will help foster a universal spirit of unity, is added motivation for me! I am truly honored to be part of this organization.” Davis Love III, PGA TOUR Icon and Bridgestone Tour Team Member
PR Objectives
  • To raise awareness of Davis Love III as a Bridgestone endorser.
  • To create a sustained media presence for Davis Love III that extends beyond first place tournament wins.
  • To bolster Bridgestone’s already positive reputation for supporting U.S. Military related charities.
  • To heighten brand awareness.
  • PR Tactics
  • Media Blitz to announce the program.
  • Periodic news releases and website updates to keep track of Love’s birdie count and donation tabulation.
  • Integrated social media strategy for outreach at the program launch and for updates throughout the season, focusing on creating conversations on Facebook, Twitter, and leading golf discussion forums.
  • Culminating event – check presentation to Golf 9/12 at McGladrey Classic (PGA TOUR Event hosted by Davis Love III).
  • PR Results
  • 6.6 million impressions gained for the program throughout the 2011 PGA TOUR season.
  • Widespread coverage of the program in key golf media.
  • Universal awareness of Love’s switch to Bridgestone Golf.
  • Positive consumer sentiment towards Bridgestone’s $23,000 donation to Golf 9/12.