2011 Brand Campaign | Caddie for Love
- The Ask | Continue to build awareness of the McGladrey name and the line, "Experience the power of being understood." Sustain the momentum and build upon the successes of the 2010 campaign featuring Zach Johnson and his caddie, Damon Green. Only this time, McGladrey wanted to feature Davis Love III, captain of the 2012 Ryder Cup.
The Solution | While the previous campaign effectively demonstrated the benefits of a good partnership, this time, we wanted to show the flip side. Begging the question, what's it like when you're with the wrong partner? What next? Try out another one, right? We thought, wouldn't it be great to conduct an actual caddie search for Davis? Since he's the host of The McGladrey Classic, what better venue to award a lucky fan the chance of caddying for Davis than in his own Pro-Am event. Both McGladrey and Davis loved this idea (seriously, no pun intended) and before long, the "Caddie for Love" contest was born. Partnering with one of the top online promotions companies the contest launched in no time. All registrants were automatically entered into a sweepstakes to win a Tour Bag and set of Bridgestone Golf Clubs. If they wished to win the Grand Prize of caddying for Davis Love, then they had to upload a photo and write a short essay explaining why they should win. Broadcast, rich media, and social channels Facebook and Twitter, are all driving contestants to the site.
The Outcome | Since this was uncharted territory for McGladrey, we initially felt for this to be a success, it would be great if we got 1,000 entrants total. The contest launched on June 2nd with no media support. Broadcast was set to begin airing on the Golf Channel on June 3rd and Rich Media was due to be in market on June 5th. Normally, that would've been a problem. But we, along with our clients at McGladrey, pushed this contest out socially through Facebook, Twitter, and other blogs. By the end of that first day, there were 1,700 registered for the sweepstakes and over 600 entrants into the caddie contest. As of June 10th, those numbers have increased to over 5,000 registrants for the sweepstakes and over 1,900 vying to be Davis' caddie.....Stay tuned....this is going to get good....