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Golf Digest "Drive for the Green"
Conde Nast magazine Golf Digest used Peersuasion to create "Drive for the Green," an integrated online golf game, viral marketing program and online survey. Registrants played a fun, multi-level golf game, with opt-in, survey and sweepstake elements.
Word of mouth, banner ads and email newsletters directed users to a dedicated microsite, where they registered for the game. Sponsors included Visit Florida, Amelia Island, and Air Tran. The game was featured on partner websites and was also featured in blogs, newsletters and the media.
Fun, Sophisticated Gameplay:
Users played through three golf scenarios: driving, chip shot, and putting. Players compensated for wind and selected speed and direction of their shot and were scored for each of the three challenges. High scores were posted to a leaderboard, and users were able to challenge friends.
More Than Just a Fun Game:
The game tied in to an online survey aimed at a new web demographic and also included a trackable refer-a-friend program. Users received an additional sweepstakes entry for every referral who registered.
Results:
* Over 4,000 opt-ins per month.
* Valuable survey data from a new demographic.
* Better than 80% email open rates.
* One lucky winner spent four luxurious days at The Ameila Island Plantation and played golf on the resort's championship golf courses.
Credit Information
--------------------------------------
Client: Golf Digest
Agency: Peersuasion
Budget: Undisclosed
Date of Campaign: October 2006 to April 2007
Contact Name: info@peersuasion.com
Case Study URL: http://peersuasion.com/portfolio_golfdigest.php
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