TaylorMade asked Leader to create a "culture bomb" leveraging the same kind of advanced technology they bring to the game of golf to help launch their latest R1 driver in a big way.
Leader created the concept and drove execution of an augmented reality experience that launched using the cover of Golf Digest. Using a mobile device and the R1 Virtual App, consumers could "scan" the cover or inside flap of the February 2013 issue of Golf Digest to literally experience the driver in 3D and learn how to use it. In addition, markers were used in other locations to unlock the augmented reality experience and drive awareness and education about the new R1 driver.
The R1 virtual app project was the first product launch of its kind in the golf industry.
YouTube video views
higher engagement index than the industry average
It was featured in more than 1,100 articles including Yahoo!, The Boston Globe, ABC News San Francisco, and The Boston Globe.