TaylorMade Is Now Using Virtual Reality To Sell Golf Clubs
In an effort to promote TaylorMade’s new PSi irons, the company is seeking to revolutionize how consumers experience clubs before they make their purchases. TaylorMade is embracing new virtual reality (VR) technology by promoting two of their top sponsored players, Justin Rose and Sergio Garcia, trying out the PSi irons on YouTube videos filmed with 360-Degree cameras, according to a recent Fortune article.
The new 360-Degree videos are part of a three-part series where each player discusses the look, shape, and feel; trajectory and spin; and innovating the player’s iron. The first set of videos, “Part1: Look, Shape, and Feel”, were posted on September 15. The second set of videos, “Part 2: Trajectory and Spin”, were posted a week later. These videos are included below and more videos can be viewed on YouTube360 on the TaylorMadeGolf channel as well as the PSi product landing page on the TaylorMade website.
TaylorMade’s new PSi irons are designed for an elite golfer, with handicaps ranging from zero to six. This is not golf’s largest segment of golfers, but it is the segment of golfers that this type of advertising may most likely appeal to. According to TaylorMade senior global brand director Mark Buntz, players with handicaps ranging from zero to six are more concerned with and more interested in immersing themselves into the technology of the game. The YouTube 360-videos make the advanced golfer feel like they are standing next to the Tour pros trying out golf clubs together. Advanced golfers believe they can hit these PSi irons the same way the Tour pros can.
Being able to adjust camera angles on the videos truly makes the audience feel as though they are part of the product-testing day. Visually, the PSi 360 experience is eye opening and the advertising campaign is a great fit for the new product, particularly because it hits the target audience who is an advanced player and wants to see what new technology is in the market so he or she can stay ahead of the competition.
The 360-videos will generate viewership not only online, but also at the stores where TaylorMade is promoting their new equipment. TaylorMade sent 1,500 PSi-branded Google Cardboard VR viewers to stores across the country. This strategy is going to help TaylorMade make sales in golf stores by giving salespeople a brand-new talking point that no other company has. It is a seemingly brilliant level of marketing for TaylorMade and it will be interesting to see how the rest of the golf world works to match it.
