May 24, 2012
Mercedes-Benz is building awareness through product placement and sponsorship at the 73rd Senior PGA Championship by allowing consumers to hone their golf skills while engaging with interactive brand experiences.
The Mercedes-Benz Performance Center on May 22-27 will host a select group of advanced golf-teaching tools that will allow consumers to test, hone and improve their skills. Mercedes will also have cars at the event to increase awareness and enhance interactivity with attendees.
“This sponsorship gives Mercedes a good connection with performance, an attribute emphasized by their competitor BMW,” said Ron Kurtz, president of American Affluence Research Center, Atlanta. “It also draws attention to the models on display at the tournament.
“It provides a nice service to golfers and thus contributes to a favorable image for Mercedes,” he said.
Mr. Kurtz is not affiliated with Mercedes, but agreed to comment as an industry expert.
Mercedes did not comment before press deadline.
Play ball
The Mercedes-Benz Performance Center is operated out of two exclusive Sprinter vans. They are detailed with the image of Mercedes’ official international golf ambassador, Adam Scott.
Mercedes Sprinter vans
Consumers can use the Foresight Simulator, which is an advanced golf simulator that precisely captures and analyses ball characteristics at club impact to deliver the most-accurate values of ball performance.
Foresight Simulator measures ball speed, side spin, azimuth, back spin, launch angle, total spin and carry and total distance. It also provides options for the player by offering courses such as St. Andrew’s in Scotland and Pebble Beach in California.
Another center component is GolfTEC’s g-swing system comprising digital video, ball flight and swing-vest technology that uses motion measurement and biofeedback.
Consumers can also interact with the Tiger Woods PGA Tour 2012 on PlayStation Move and see a digital video to compare swing data to professionals.
Mercedes inserts itself here with a playback of a Mercedes 3D short film with golf and vehicle footage and an interactive touch-screen experience that highlights Mercedes’ vehicle and performance safety vehicles.
The automaker is furthering its engagement through the placement of its newest 2012 C250 Coupe, 2012 C350 Sedan, 2012 ML350 and 2013 GLK350.
Mercedes GLK
Not just for show
Many luxury brands are using highly-populated events to heighten awareness, improve brand recall and build brand loyalty.
For example, German automaker Audi is looking to increase its customer base through the sponsorship of a new series of Polo Internationals called the Audi International Polo Series that will be taking place at different venues across Britain this summer (see story).
In addition, high-end appliance brand Jenn-Air increased its facetime with consumers through a sponsorship of the fifth annual Pebble Beach Food & Wine event where it supplied two kitchens for culinary demonstrations and a walk-through exhibit (see story).
Also, French jeweler Chopard used its partnership with the 65th Cannes International Film Festival to push new products, celebrate its legacy and connect with consumers through cultural icons (see story).
By showing that a brand has the same interests as affluent consumers, it will strengthen the bond between existing customers and open doors for opportunities to engage with new ones.
However, it is important that sponsorships make sense. Proper alignment between the event and the brand is key.
“Sponsorships, when supporting the right event, can be a highly targeted way to reach and connect with the affluent,” Mr. Kurtz said.
“This should give positive exposure for Mercedes among golfers,” Mr. Kurtz said. “Many more of the affluent are occasional golfers and fans of the sport.”
Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York
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