We had already worked closely with BMW on previous Championships, where we created unique experiences for tournament spectators and global viewers. For 2021, we were looking to build on those ideas, while delivering on BMW’s promise to drive a new era in golf (and the automotive industry).
Our multi-platform activation plan included the “BMW Ultimate Rest Stop” at the main entrance to the tournament. As well as showcasing the all-new, all-electric BMW iX and i4, we had some fun explaining the impressive ranges of all their electric cars. Using the host course (Caves Valley Country Club) to tee off, distances were measured according to other golf-related venues.
To stick with the innovation theme, we also created a “Drop Zone” within the Rest Stop where we promoted emerging brands in the golf space. We had pre-selected six merchandise partners and worked with each one to create limited edition merchandise which was then dropped during the tournament week. These were displayed on-site, with proceeds from the sales going to the Evan Scholars Foundation, as well as appearing as daily drops on BMW Championship channels and partner channels.
Historically, if a player recorded a hole-in-one during the competition they received a BMW as well as a donation in their name to charity. To reach a national audience and create additional buzz around the introduction of BMW’s electric vehicles, we extended the promotion in 2021 so that, if a hole-in-one was achieved, anyone who had entered the online Electric Swing promotion could also win an all-electric vehicle.
During the tournament week we evaluated, selected and collaborated with a number of new partners to reach new audiences and extend the BMW message. These included a 3-part video series, telling the story of Eastside Golf, which inspires culture, diversity and authenticity in the game and Skratch, its fashion and lifestyle brand. We invited members of Black Girls Golf to participate in a golf clinic taught by PGA Tour Professional Jhonattan Vegas, as well as to come out to the tournament with their families to help transfer the love of the game to the younger generation.
We also collaborated with Under Armour and the Baltimore Business Journal. We celebrated Women’s Equality Day by hosting a Women’s Empowerment Panel and Networking session with female trailblazers.
100 K+ spectators engaged with the BMW vehicles and brand on-site during event, with overall global tournament impressions exceeding 4 billion. Consumer registrations entries via BMW activations went up YOY, with a large number of national opt-ins traced back to our Electric Swing promotion.
Posts promoting the “Drop Zone” activation generated more than 300,000 impressions, 16,000 engagements and 1,200 link clicks for @BMWChamps social channels. Evan Scholar fundraising activations contributed to reaching BMW’s goal of over $40 M raised for charity since 2007, its first year sponsoring the event.