Chase‘s luxury credit card brand Sapphire launched a marketing campaign for avid golfers.
“Beyond the Tee,” produced in partnership with Golf Digest and the Golf Channel, centers around a branded Facebook app that allows users to tag golf courses they’d like to visit or mark off golf courses they’ve already played. Users can also invite Facebook friends to join.
On first glance, the app seems a little cheap. But unlike most Facebook campaigns, “Beyond the Tee” isn’t so much about sharing with strangers as it is about sharing with an intimate group of friends. In which case, Chase Sapphire has made a savvy decision to host its app through Facebook where its customers are already present. And perhaps most important, the invitational element of the campaign gets Sapphire cardholders to quietly market the card to their well-heeled buddies.
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