TaylorMade-adidas Golf hires Mass Relevance for social media

TaylorMade-adidas Golf has chosen social media engagement company Mass Relevance to aid its social strategy surrounding the U.S. Open, says Matt Corey, CMO of Mass Relevance.

Mass Relevance has created a “central hub” for conversation about TaylorMade-adidas and the U.S. Open, Corey says. It is intended to drive brand engagement and to get fans more involved with the event through social media. “Golfers are one of the most passionate groups of people,” Corey says. “They’re crazy. Avid golf fans will do anything to follow their favorite players or brands.” Corey was formerly CMO of Golfsmith.

“Brands like TaylorMade are already spending a lot of money around the majors,” he says. “To me, it was a no brainer,” he says of the social media hub.

The site hosts several social elements, including a “join the conversation” feature that is designed to allow TaylorMade to showcase tweets with the hashtag #USOPEN. Fans can also answer a poll that allows them to rate what pro golfers are wearing at the event, Corey says. The idea is to engage fans and convert them into customers, he says.

“Any chief marketing officer wants to inspire their customers,” Corey says. “You create experiences that go beyond products. You allow customers to connect emotionally with the brand.”

TaylorMade is also encouraging athletes to tweet, to further drive the engagement with its customers, he says.

TaylorMade-adidas was not immediately available for comment.

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