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08.03
BALTIMORE, MD (August 3, 2004) - Alexander +
Tom, Inc., an integrated marketing agency, has
announced the launch of an online marketing campaign
for Pinnacle Golf, a division of Titleist/Footjoy
Worldwide. The campaign introduces Pinnacle's
new Exception golf balls, and their nationwide
grass roots golf contest, The Pinnacle Distance
Challenge. The campaign also features a unique
promotion in the form of an advergame, an online
game version of the real world golf contest.
WEBSITE The website (www.pinnaclegolf.com)
highlights the features and technology of Pinnacle's
new golf ball line, the Exception, and focuses
on its advertising slogan "Distance doesn't
have to be hard." The new product line is
featured in a microsite, a brief animated website,
which showcases the Exception's benefits, dimensions,
components, and includes candid video testimonials
from golfers who have just tried the new ball.
"Pinnacle invests a lot of time and effort
into building its brand and products," said
Billy Twigg, President of Alexander + Tom. "Our
mission was to give Pinnacle an exciting image
and environment that encourages golfers to learn
about, and then try, the Exception. Twigg added,
"The advergame is a great tool for creating
an online buzz about the real world event. The
word-of-mouth advertising it generates drives
a tremendous amount of traffic to the site. And
in the competitive golf marketplace, that is incredibly
valuable."
The Pinnacle website also offers visitors an
online golf newsletter, which further strengthens
the Pinnacle community and keeps the users up-to-date
on the latest news from the Pinnacle Distance
Challenge, a golf skills contest that travels
around the United States.
A team of designers, programmers, 3-D artists
and audio/visual producers at Alexander + Tom,
Inc, a marketing firm from Baltimore, Maryland,
developed the website launch from concept to final
product.
ADVERGAME - AN ONLINE EVENT As part of this marketing
campaign, Alexander + Tom created an advergame,
an online game version of the Pinnacle Distance
Challenge, which is a series of golf contests
across the United States. The Distance Challenge
provides a venue for recreational golfers to compete
against the Pinnacle Distance Team in a long drive
contest. The Distance 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. Featured
Distance Team members include Art Sellinger and
world champion long-driver Jason Zuback.
"The Distance Challenge Game is an interactive
experience reinforcing Pinnacle's brand, products
and Distance Team members," says Carter.
"The game creates the realistic look and
feel of the actual Pinnacle Distance Challenge
with a 3-D engine and dynamically updated databases
controlling the locations, weather conditions
and your opponent Distance Team member."
Similar to the live event, players compete as
one of the Distance Team members and are allowed
five shots to achieve the maximum distance on
their drive. Each of the players' shots must land
in bounds to qualify. The flight of the ball can
be viewed in 3-D space. Using real audio and video
footage of the pro golfers gives the user a sense
of the real event. The user has control of the
speed and accuracy of the golf swing. And it gives
the player the ability to select real world variables
such as the driver loft and tee height. Players'
scores are recorded in leader boards, which can
be viewed by the day, week or month to indicate
the players' rank among all contestants.
About Pinnacle Golf (www.pinnaclegolf.com)
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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