TaylorMade & Mass Relevance Partner to Drive Fan Engagement at US Open

TaylorMade-adidas Golf Company today announced a unique partnership with Mass Relevance, the technology leader in social curation and integration, on a breakthrough, first-of-its-kind social experience to drive golfer social engagement for the US Open this week.

 

Through Mass Relevance, TaylorMade will offer golf fans an innovative online destination to engage, interact with and create social buzz around the U.S. Open, key players and even media covering the event.

 

The announcement follows TaylorMade’s decision earlier this year to be the first golf brand to launch a social media strategy into their traditional advertising when promoting the #DriverLove campaign around the launch of its R11S driver. The experience, a social media aggregator which complements TaylorMade’s overall marketing strategy around the U.S. Open, also places TaylorMade top of mind with fans — and shoppers — as the key Father’s Day shopping week wraps up.

 

“An integrated social strategy is key to our marketing efforts and driving fan engagement,” said Bob Maggiore, TaylorMade chief marketing officer. “We started 2012 with the #DriverLove campaign, and this U.S. Open social hub powered by Mass Relevance brings a whole new interactive social experience to golf fans all over the world. Bringing the fans closer to the players is a win-win for everyone.”

 

The partnership with Mass Relevance allows TaylorMade to pull the world’s relevant social conversations happening on Twitter surrounding the U.S. Open into an online experience connecting fans, athletes and television viewers.

 

“TaylorMade understands that traditional media can no longer standalone, and participation is in,” said Sam Decker, CEO of Mass Relevance. “Golfers love to share their passion for the game and this experience gives them a chance to be part of the conversations around the U.S. Open from fans all over the world.”