Iconic. Legendary. Prestigious. The Best. These are all words associated with The Masters and Mercedes-Benz, a Taylor client partner and one of just three global sponsors of the tournament. Our objectives included highlighting the brand’s sponsorship and building buzz leading into and during The Masters, communicating why its approach to sports sponsorship is truly “The Best or Nothing.”
Teeing things off, Taylor Creative Studios developed a series of short videos featuring brand ambassador Rickie Fowler, one of the more popular and exciting golfers in the world. The light-hearted videos showcased how Mercedes-Benz was helping him “Drive To Victory,” from stocking his fridge with Pimento Cheese sandwiches, to infusing more green into his wardrobe. The videos generated over 1.3 million views across Instagram, Facebook and Twitter, while strategic media placements, headlined by a USA Today exclusive helped drive traffic to the videos.
To further strengthen the connection between Fowler and the brand, Taylor hosted ESPN’s Tom Rinaldi at the video shoot for a one-on-one interview with the golfer. The segment aired during SportsCenter’s special Masters Preview show, and featured Fowler taking Rinaldi for a spin in his Mercedes-AMG GT S.
On-site at The Masters, journalistsfrom USA Today, Men’s Health, Thrillist, Complex and RSVLTS experienced the brand’s “The Best or Nothing” hospitality offerings, ranging from access to a fleet of SL-Class series vehicles to a private performance by Charles Kelley of Lady Antebellum fame. In an interview with USA Today, Rickie Fowler noted that “when you step into the car, you know you’re stepping into the best.” Whether on the road or at majestic Augusta National Golf Club, Mercedes-Benz delivers on its “The best or nothing” promise and Taylor helped communicate that fact to the masses.