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10.21
BALTIMORE, MD (October 21, 2002) - Alexander &
Tom, Inc., (www.alextom.com) an interactive sports
marketing agency, has developed a comprehensive
digital marketing program for Pinnacle Golf, a
brand synonymous with superior golf ball performance
and distance. The program consists of an interactive
game including a leader board with a league play
system, an event CD-ROM and a redesigned website.
The Pinnacle Distance Team members are featured
throughout the program and include well-known
golfers, John Daly and Jason Zuback.
GAME
The "Pinnacle Distance Challenge Game,"
an online game version of the real world event,
is accessible on www.pinnaclegolf.com. Dean Carter,
Alexander & Tom CTO, explains, "It is
an interactive game experience with strong branding
opportunities, connections to professional athletes,
product education and a database of product information."
It invites visitors to participate in individual
or team competition that is connected to a "league
play" system. As in the real Pinnacle Distance
Challenge, players are allowed 4 shots to secure
the maximum distance on the drive. Using real
audio and video footage, the game offers the player
control of the speed and accuracy of the swing
as well as selection of a city to play in, driver
loft, and tee height. Visitors also have the option
of building their own league or joining an existing
one. League members are able to invite others
to join in a weekly competition. An email invitation
is sent to friends, coworkers and/or family and
once the team is registered the competition begins.
Reminder emails are sent to all members, standings
are recorded and posted instantaneously.
EVENT CD-ROM
In addition, a custom shaped CD-ROM containing
the game, product information and a link to pinnaclegolf.com
is packaged as a backstage pass for each Pinnacle
Distance event.
"The CD-ROM is distributed to competitors
and onlookers at each Pinnacle Distance Challenge
event across the nation. Putting the website and
game in their hand while at the event provides
a great opportunity to create an ongoing relationship
with that customer," states Dean Carter,
Alexander & Tom cofounder, "The Online
game along with the registration process serves
as a foundation for a customer relationship management
system. The system allows Pinnacle to easily touch
individuals multiple times with targeted information
and messages. The backend reporting mechanisms
we developed provide valuable, immediate information
and results."
WEBSITE
The new website design reflects Pinnacle's revamped
branding, improved product line and features personalities
of the Pinnacle Distance Team members. The team
roster is a powerful combination of top-tier long
drivers who compete in events that range from
the PGA Tour to the RE/MAX World Long Drive Championship.
A team of programmers, designers, 3-D artists
and audio/visual producers at Alexander &
Tom developed the game from concept to final product
in 12 weeks. In addition, Alexander & Tom's
Pinnacle Golf Website and Interactive Game were
awarded a 2002 Standard of Excellence WebAward
by the Web Marketing Association.
About Pinnacle Golf
Pinnacle® is the industry leader in the value-priced
golf ball segment and a brand synonymous with
superior golf ball performance and distance for
20 years. Titleist®, FootJoy®, Cobra®
and Pinnacle comprise the golf brands of the Acushnet
Company, an operating company of Fortune Brands,
Inc. (NYSE - FO).
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