Author: Kathy DelMedico
If great leaders inspire their teams, then ember has the opportunity to inspire everyone!
The mission from FootJoy's President: How can we own a PGA event through guerrilla marketing? His team took on the challenge and worked overnight to come up with a winning idea: Let's take over the parking lot at Bethpage Black Course, a legendary course known for golf enthusiasts camping out overnight for a coveted tee time. We'll create an immersive experience celebrating the game of golf and the spirit of Bethpage.
Next step, call ember. After a quick road trip to Bethpage and much collaboration with the State of New York (Bethpage is a State public course), we developed a glamping pop-up experience complete with luxurious overnight accommodations for four lucky foursomes, an Airstream bar, interactive games, an exclusive head-to-toe FootJoy fit experience, and appearances by Barstool Sports, professional golfer Jimmy Walker and professional golf instructor and television host Micheal Breed. All of this to create a social media buzz leading up to the PGA event.
In events, the concept is one part and the execution can be a whole other story! It's April in the Northeast - there is risk that the golfers may not even be allowed to play should it rain and the course becomes too wet. Not to mention the erratic Spring "showers" that had pummeled the Northeast for months. We were constantly aware of the contingency plan, weather back up and potential cancellation altogether. Two days out with severe thunder, lightning and heavy rains forecasted, we are still going for it...GO on weather plan!
As we loaded in, the weather cooperated a bit while the tents were being assembled and the Airstream put in place. We were fortunate enough to only have severe (high winds, heavy rains, bolts of lightning, and really loud rumbling thunder) weather come through a few times during the event and all were pretty much missed by the attendees as they ate, drank, played games, and mingled with the FootJoy team and other special guests!
With determined leaders and steadfast support, we changed the lives of a small group of unassuming golf enthusiasts with the FootJoy experience. It is a moment in time none of them will forget as they woke up the next morning, stepped out of their tents to a gloriously sunny day, breakfast, new FootJoy gear, and their prized tee time on the Black Course at Bethpage. A hole in one. Mission Accomplished.