SBD/September 28, 2012/Marketing and Sponsorship

Mercedes Hosts Hole-In-One Promotion, Brand Center Activation At Ryder Cup

A line of fans 75-100 people long waited for the hole-in-one challenge to open
The long lines fans witnessed in the buildup to the Ryder Cup this week were not just to see Tiger Woods or Rory McIlroy tee off. Rather, fans were 75-100 people deep waiting for the latest activation from PGA of America sponsor Mercedes-Benz. The automaker on Tuesday launched a challenge where fans have the opportunity to win a brand new Mercedes by sinking a hole-in-one on a 150-yard par 3 with a green positioned over water. Mercedes-Benz USA Brand Experience Marketing Department Manager Stephanie Zimmer noted the company did a similar activation in Atlanta at the ’11 PGA Championship and saw crowds of 200-300 people pass through per day. National Hole In One is insuring the promotion where fans can try one shot each day. There was no winner last year and through Friday morning, no one had aced the hole. Mercedes-Benz also debuted a new 6,000-square-foot brand center, an interactive fan experience located just inside the main entrance. It features putting stroke analysis from a PGA instructor and a simulator that captures strobe photos to critique swing movement. In addition, ’13 Mercedes-Benz model cars will be on display. The activation at the Ryder Cup marks a first for the German automaker, which also serves as the official vehicle for the event, as well as for the PGA of America, PGA Championship and Senior PGA Championship.
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