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SBD/Issue 133/Sponsorships, Advertising & Marketing
Masked Marvel: Top-Flite Turns To Superhero To Help Sales
Published April 2, 2008
Top-Flite has turned an internal sales motivation character into a viral rap video that has attracted more than 1 million views on YouTube in fewer than four weeks. The video features a masked superhero named D2 Man dressed in tights and a cape whose mission is to eliminate “laying up” in golf. The song begins:
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They said the brand was dead, six feet under.
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Sales were declining so it’s no wonder.
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Brand’s so bad it couldn’t get no lowah.
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D2 Man came to run the show-ah.
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The D2 Man character was created by Nate Randle and Paul English, members of Top-Flite’s product management team. Randle plays the part of the superhero character, which was created as a motivational tool for a sales meeting last September. He pushes the five Top-Flite balls currently on the market. In another video that has drawn just more than 1,000 views, D2 Man is interviewed by ESPN's Kenny Mayne, a Top-Flite endorser who this week begins appearing in TV ads on ESPN and Golf Channel. Mayne is appearing in Top-Flite ads for the second straight year, and Top-Flite said D2 Man could be the subject of future ads. The videos and ads were created by MEA, San Diego.
