Our year-long “Easy Million” promotion for the SUPER family of clubs led to golfers gaining 1,022,484 yards of added distance at demo events and in retail simulators compared to their own clubs and/or competitor clubs.
This distinctive and fun experiential program saw more than 22,000 players sample the exceptionally easy-to-hit SUPER clubs, then post their yardage gains at www.onemillionyards.com. The average increase for golfers using the award-winning SUPER drivers, fairway woods, hybrids and irons was 60 yards.
While each participant received a free Adams Golf Tour cap customized with their yardage gain number embroidered on the side panel, 25 people were drawn at random to receive additional Adams Golf prizes, including equipment and accessories. One lucky participant – Kurt Burmeister of Muskegon, MI – captured the exceptional grand prize of 1 Million Southwest Airlines Rapid Rewards points.
“Once golfers test our performance-enhancing technology, they appreciate first-hand how our easier-to-hit clubs get the ball airborne and increase distance,” said Scott Blevins, Adams Golf senior vice president of sales and marketing. “With ‘Easy Million,’ we created a fun and unique product trial experience that resulted in incredible distance gains.”
“Easy Million” was a key component in establishing new company standards for brand consideration and trial. Proprietary National Golf Foundation research conducted in 2013 found that overall Adams serious purchase consideration rose 25 percent over 2012 – the largest increase experienced by any major brand in the study. Findings also concluded that Core golfers overwhelmingly recognize Adams as the leader in hybrid technology and hybrid Tour usage, affordable performance and great value for their money.
This was the first promotion between Southwest Airlines and Adams, in which golfers were encouraged to register for the airline’s renowned Rapid Rewards program while also participating in “Easy Million.” The partnership included an advertising campaign on Golf Channel, network television and online.
Spurred by this unique social media sharing initiative, Adams registered record-setting sales in the first six months of 2013. The company also continued its PGA Tour dominance by owning the No. 1 Hybrid position for the fifth straight year, based mostly on usage of the SUPER DHy, SUPER 9031 and SUPER LS. In large part due to his success with the SUPER LS driver, Champions Tour star Kenny Perry won back-to-back major championships at the U.S. Senior Open and Senior Players Championship, ranked fourth in driving distance and captured the season-long Charles Schwab Cup as the Champions Tour’s leading player.