The Project Burner campaign was based on a seeding strategy of giving away 20,000 irons, which also allowed for data capture. All of the media (TV, online banners, Facebook, and print) drove to a microsite where golfers could register for their chance to get a free 6-iron. Once there, site visitors could review performance tests and club pros’ stories. Over 248,500 registrations were received within three months.

 

 

 

 

 

 

 

 

 

 

 

 

 
 
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