One of the major goals of digital marketers in today’s sports world is to try to get fans to become free brand ambassadors by giving them something worth sharing on social media. A great example of this recently came from the PGA Tour who took a different route in order to incorporate fans and their willingness to share memorable sporting moments on social media.
At the FedEx Cup Playoffs the PGA Tour debuted a Twitter vending machine that ended up giving fans an extremely engaging and memorable experience. By simply responding to “Who is your favorite PGA Tour player in the FedEx Cup Playoffs,” on Twitter with #FedExCup and #Gift123, users would be entered to receive prizes.
Up to 240 items were given out to tweeters every day of competition. Winners got autographed pin flags, premium experiences, cell phone wallets, and more. One lucky fan even got to meet Brooks Koepka, PGA TOUR winner, before the start of the tournament in a very fun way.
The Twitter vending machine is a product of Innovative Vending Solutions. The Dayton, Ohio based company specializes in non-traditional vending and automated retail systems. IVS’s goal is to get a brand or product directly in front of the consumer and into new market areas. Together with the PGA tour, they are working to connect both online and on-site experiences for fans in a unique way.
“We are continually exploring new ways to bring our fans closer to the game and provide them outlets for them to passionately follow their favorite players,” said Ty Votaw, PGA TOUR Chief Marketing Officer. “The Twitter Vending Machine is an innovative way to engage our fans through social media at the four FedEx Cup Playoff tournaments and reward them for offering their thoughts and predictions for the Playoffs. We’re eager to see what the response will be.”
Fans can expect to find the Twitter vending machine at the Deutsche Bank Championship, the BMW Championship, and TOUR Championship by Coca-Cola.