Buffalo coined a robust public relations plan to spread the news of Bridgestone's new partnership with Tiger Woods.
BRIDGESTONE
The
Opportunity
When NIKE announced it was exiting the hard goods segment of the golf equipment business
it left a variety of PGA TOUR superstars seeking new clubs and golf balls. Among them was
14-time major championship winner Tiger Woods. The former world No.1 immediately started
testing new equipment, beginning with golf balls. After exhaustive comparisons of models from
all leading OEMs – Titleist, Callaway, TaylorMade, Srixon and more – Woods selected
Bridgestone.
Once the ink on the contract was dry, Bridgestone turned to Buffalo.Agency to tell the story and
promote the fact that the greatest player of his generation, if not all-time, was now a member
of Bridgestone Golf’s TOUR staff.
OUR
APPROACH
Buffalo created a PR strategy to activate Tiger that included in-depth media outreach to
outlets in the golf, business, sports and lifestyle categories. This included working closely with
Bridgestone and Tiger’s team to create a powerful press release, quotes and content around
the announcement and offer interview opportunities when applicable.
IMMERSIOn SESSIONS
Buffalo began outreach under media embargo, scheduling more than 20 interviews with highly influential outlets. It worked with Bridgestone Golf to create a media kit that included never-before-seen images of Woods testing Bridgestone balls, quote from Woods, testimonial and insight from Bridgestone executives and the R&D team that worked with Tiger.
The
Numbers
Within 24 hours of the announcement going public Buffalo secured more than 1.2 billion media
impressions, including hits in such outlets as USA Today, Associated Press, CNBC, BBC,
Forbes, ESPN, Sky Sports, SB Nation, Fox Sports, CBS Sports, Reuters, Business Insider,
Bloomberg, Yahoo Finance, Bleacher Report, New York Daily News, Chicago Tribune, Houston
Chronicle, Golf Channel, Golf Digest, GOLF, MSN and many more. Following the news of Tiger making the switch to Bridgestone, the company's website traffic rose 36,000% over the same period the previous month.
Lamkin Grips
Golf
Destination Kohler
Destination
ECCO GOLF
Golf
Toptracer Range
Golf
Casa de Campo Resort & Villas
Destination
Under Armour Eyewear
Lifestyle
PGA National Resort & Spa
Destination
Youth on Course
Golf
US Club Soccer
Sport
Mass Golf
Golf
Paid Social Case Study | Youth On Course
The Sea Pines Resort
Destination
TrendySportsUSA
Lifestyle
Galvin Green
Golf
Golf Life Navigators
Lifestyle
Kauai Visitors Bureau
Destination
Annika Sorenstam
Golf
We Are Golf
Golf