Agency: BBDO New York
Name of campaign: FedEx Cup Global Golf Sweepstakes
Launch date: July 2009
Creative credits: Chief communications officers: David Lubars, Bill Bruce; exec VP-executive creative director: Greg Hahn; executive creative director: Mike Smith; art director: Gianfranco Arena; copywriter director: Peter Kain; executive producer: Amy Wertheimer; production company: O Positive; director: Kenny Herzog; executive producer: Marc Grill; director of photography: Bob Gantz; production supervisor: Jason Reda; production designer: Jason Edmonds; TV Production: Mackenzie Cutler; executive producer: Melissa Miller; editor: Erik Laroi; Sound Lounge: Tom Juracone
Why we liked it: The tens of millions of dollars FedEx has invested in sponsoring the PGA Tour’s FedEx Cup appeared to begin paying off in a big way this year as the event itself went down to the final, dramatic hole. That’s how the investment is paying off in a large-scale branding way. But with the FedEx Cup Global Golf Sweepstakes microsite, FedEx also making the investment pay off in developing one-to-one marketing relationships with customers and prospects. The top prize in this sweepstakes is a golf trip for four to a foreign land. Using this microsite, which features two faux golf announcers employing the hushed tones of Masters commentary to explain the contest, FedEx leverages its FedEx Cup sponsorship and the sweepstakes to get registrations. And FedEx doesn’t stop just with registrations; it allows users to increase their chances in the sweepstakes by signing up for emails and by coming back to the site daily to answer trivia questions.