Making IBM Synonymous with the Masters
Challenge
As the technology partner of the Masters, IBM was looking to bring awareness to their partnership with one of the biggest events in sports and how their technology integrations plays a role in stakeholders’ Masters experience.
Action
To build momentum surrounding the Masters, Berk worked to secure coverage and drive awareness to IBM’s partnership with the Masters and how its technology integrations play a fundamental role in how fans experience one of golf’s biggest events.
To help give a deeper look at how IBM is integrated in the Masters, the team host four media members on-site in Augusta for a behind-the-scenes look resulting in online placements, including multiple for some of the outlets.
Additionally, to run in tandem with the embargo lift of the announcement of the app’s new features, PR providing select media members a first look at the new features through virtual interviews with executives and talent.
Through strategic planning to help garner attention leading up to, throughout and following the Masters, Berk put together a comprehensive plan to help garner a platform that’s used primarily for one week a year, just as high a quantity of coverage as the event itself.
Impact
50+ editorial placements for 820+ million impressions
4 notable journalists hosted in Augusta
8 pre-event interviews coordinated and executed
35+ social placements for 2.3+ million accounts reached
