July 16, 2009: FedEx next week will launch a multi-media campaign to support its title sponsorship of the PGA Tour FedEx Cup. The campaign, ""Global Golf Sweepstakes"" via BBDO, New York, drives consumers to a sweepstakes offering a grand prize of a six-day trip to the winner’s choice of one of five international golf destinations for the winner and three guests, including Australia, Canada, Scotland, South Africa and Spain. Creative includes TV, print, online banner ads and a dedicated Web site.
The 2008 "Golf Anywhere" campaign asked fans to submit a 60-second video showing their passion for golf. This year, visitors to FedExCup.com who want to enter the FedEx Cup "Global Golf sweepstakes" are asked to fill out a faux scorecard, list the names of six friends, then determine which three friends score the best over nine holes. Here, that requires answering nine questions such as, "Knows how to say 'I need to call my attorney' in Spanish should things go awry" and "Agreed that your accidental contact with the ball did not count as a putt." Completed scorecards are then submitted via the site. The sweepstakes, designed to reinforce FedEx’s international offerings, begins July 20 and ends Sept. 13. Complete rules are at the site.
In one 30-second TV spot, "Matador," a man walks into co-worker's office dressed as a matador. "What's this," asks the guy in the office. "You said if I came to work dressed as a matador you would move me up your leader board so that if you won the golf trip I would be one of the three guests you would take to Spain." "Well I think I might go to Scotland so this doesn't make sense any more." The forlorn matador leaves but runs into two other co-workers, one wearing a bull's head and another dressed as a Flamingo dancer. "Forget it," the matador says to them. A voiceover offers, "We understand. You want to golf the world. Enter for a chance to win a global golf trip and TaylorMade clubs at FedExCup.com."
In "Plant," a co-worker sees the guy who has entered the Global Golf sweepstakes and asks how he can become one of the three people the winner gets to bring along. The sweepstakes guy knocks a plant off his desk. "I'm not gong to clean that," the co-worker says. "You stood up to me," replies the sweepstakes guy. "I like that," "Really?" answers the co-worker, thinking he's in like Flynn. "No," says the sweepstakes guy as as assistant pulls the co-worker's name off the leader board.
The PGA Tour FedEx Cup playoffs begin Aug. 27-30 at The Barclays Liberty National Golf Club, Jersey City, NJ; and run through Sep. 24-27 at The Tour Championship presented by Coca-Cola East Lake GC, Atlanta. This is the third year that FedEx has sponsored the FedEx Cup. Tiger Woods won the first Cup in 2007. Vijay Singh is the defending champion.
FedEx Cup Playoffs
Liberty National Golf Club, Jersey City, NJ
Deutsche Bank Championship
TPC Boston, Norton, Mass.
Cog Hill G&CC, Lemont, Ill.
THE TOUR Championship presented by Coca-Cola
East Lake GC, Atlanta