Who says golf apparel needs to be khaki and plaid? When Izod was looking to connect with a younger demographic as it reintroduced itself in the golf world, they called on MATTER to help guide the way. MATTER developed the brand’s new positioning and voice, and identified the 2013 Masters as the place to start connecting with key influencers. The 360-communications effort included an influencer party in partnership with MAXIM, seeding golf apparel scripting to key media, creating an IZOD Social Hub at the MAXIM Clubhouse, and strategic media placements timed to hit during the Tournament. MATTER secured placements in top-tier media outlets like Sports Business Journal, Golf Channel, Golf.com, PGATour.com, and SBNation, and the brand’s Wednesday night party was the talk of the Masters.
The Indianapolis 500 is iconic, world renown, and has helped define America’s love of speed. Still, it wasn’t getting the attention it used to. But what better time to reinvigorate interest among those who aren’t already religious about motorsports as well as reinvigorate the IZOD IndyCar Series fanbase than the race’s 100th anniversary of the race? We did exactly that by generating coverage, building relationships and educating influencers and media. We also created the “A Century of Speed, Style and Stars” campaign to celebrate the race’s place in history, showcasing everything from memorable moments on the track to the celebrities that have been drawn to the pageantry and excitement of the event.
By the time the checkered flag was waved, we helped the 100th Anniversary Indianapolis 500 garner 581,054,455 earned media impressions, including placements on the #1 and #2 weekend news shows, CBS Sunday Morning and Weekend Today, coverage on #1 entertainment show, ET, a full 30 minute feature on Charlie Rose, multiple segments on one of the world’s largest news outlets, CNN International, and landed a two-page spread in TIME magazine. 6.5 million viewers tuned-in to the broadcast—a 12% increase from the previous year.