MasterCard is tapping into cardholders’ passion for golf with an interactive Web site that lets fans ‘talk’ to some of the sport’s pros.
Visitors to Priceless.com/Golf will see an interactive video of a telethon featuring golf pros Arnold Palmer, Ben Crenshaw, Laura Diaz and Caddyshack actor John Barmon. David Feherty, a CBS golf analyst, prompts consumers to call 1-888-ONE-IRON and enter a code to see if they are “golf obsessed.”
Callers respond to true or false or yes and no questions and their answer is determined by one of the telethon panelists. Fans earn a score based on their answers and then are directed to specific golf-themed content on the site.
As part of the campaign, consumers can send their score to a friend via e-mail, view clips of Barmon and Feherty off golf tips or sign up to receive text messages from Diaz with excuses to get out of work to play golf. The Web site also features two TV “Priceless” spots.
The MasterCard promotion is designed to promote the Priceless.com campaign and keep cardholders entertained. The site also gives the company a unique way to interact with consumers and promote content beyond TV, radio or print ads, the company said.
“This new element of Priceless.com is just one facet of the way MasterCard is connecting with consumers and their passions,” Chris Jogis, Vice President, U.S. Brand Development, MasterCard Worldwide, said. “It is a
natural fit for the brand given its involvement with and people’s love of the sport. MasterCard is constantly looking for new ways to reach and engage consumers beyond tradition media and advertising.
McCann Erickson handles the TV spots for the campaign.
Network
