Brief: Market to influencers (PGA'tour golfers). Suggest the joy of driving a BMW. Strategy: Avoid handing an invitation'"inevitably one of many'"to the golfers. Amuse. Invite trial request. Execution: Mirror clings placed in the individual hotel rooms of 70 touring PGA'golfers. Under a branded'racing helmet, text reads, 'You are invited to feel the joy of driving a BMW,''and 'Autobahn Country Club Race Track.' The experience: Accompanied by a pro driver, and on a closed track, golfers will get to open up a BMW'of their choosing (including'BMW's highest performance, M series) to speeds of 120+ mph.
Client: BMW'Golf, Woodcliff Lake, N.J. Sports marketing arm of BMW of North America, Inc. Agency: Baldwin&, Durham, N.C. First work for new AOR client. CD/AD/Photog: Bob Ranew CD/CW: David Baldwin Cling specs: 5' x 9', die-cut vinyl Easily removed by room occupant. Tournament: BMW'Championship Cog Hill Country Club, Lemont, Ill., Sept. 9 '" 12