Lexus is the exclusive automotive partner of the USGA U.S. Open Championship and has capitalized on the major golf event, not only with on-premise sponsorships, but complimented by a successful digital effort for golf fans wanting to participate in action.
The US Open took place at the Merion Golf Club in Ardmore PA, and Lexus extended the reach of the campaign by hosting a variety of on-site activities, with new Lexus products and golf simulation contests in near-by Philadelphia.
“Purchasing a vehicle isn’t just a practical decision anymore. Consumers seek a vehicle that will fit their lifestyle. The US OPEN offers great visibility for luxury brands, and by partnering with an organization such as the USGA, Lexus is able to connect with consumers where their passions lie,” said Nancy Hubbell, prestige communications manager at Lexus.
Lexus onsite integration centered around the Lexus Performance Drive Pavilion where fans could review the Lexus 2014 IS Sedan, use a golf simulator to practice their swing on a digital version of the Merion Golf Club, with a chance to win the new 2014 IS 250 AWD.
The Pavilion also played host to Lexus Golf ambassadors Nick Watney and Jason Day. “We have always sought opportunities to reach our customers in unique ways and expect to continue to do so in the future. US OPEN attendees are both confident and sophisticated groups. We feel there is a significant crossover between the two audiences and realize the importance of reaching the US OPEN attendees when they are open to experiences that fit with their lifestyle.” said Nancy Hubbell.
Lexus has been complementing the out of home efforts with a digital campaign on the US OPEN website. Consumers can play a virtual golf round on the Merion Golf Club, with Lexus ad sprinkled throughout the experience.
Ron Kurtz, president of the American Affluence Research Center noted, “This golf sponsorship adds value to Lexus because it gives the brand a close association with a sport that attracts a high percentage of affluent consumers as both players and spectators.”