Mizuno irons are well established as great irons for low handicap golfers. Mizuno asked Leader to help change the perception that you need to be an experienced golfer to play with Mizuno.
Leader enlisted Mizuno's marquee roster of Major League Baseball players to demonstrate that even the world's greatest athletes benefit from Mizuno's irons. The "Swing to Win Challenge" featured in-store product trials integrated with an online contest in which consumers could compare golf stats and win prizes.
We received more than 2,200 contest entries in three months, a very successful participation level for a campaign that required a high investment of time and interaction. Users were encouraged to visit a retailer, get fitted for the JPX-800, bring the results back to the website, and compare their results with others. Each of these entrants tried the new Mizuno clubs first-hand, creating an awareness to Mizuno's effectiveness and approachability for the average golfer.
The "Swing to Win Challenge" website received extensive page views and interaction including 73,500 page views, 3-minute average time on site, and 1 in 3 users returning to the site at least once. 40% of visitors watched at least one video.
Finally, Leader generated 8,254,611 Facebook impressions and 396,903 Google impressions.