The Eastman Kodak Company sponsored a season-long PGA TOUR competition called the Kodak Challenge. EMA assisted Kodak in a variety of fan, media and customer engagement activities tied to the Kodak Challenge throughout the PGA TOUR season. Kodak asked EMA to create and execute a program that leveraged their PGA TOUR presence to help introduce a new pocket digital video camera, The Playsport.
EMA developed a media event specifically designed to showcase the Kodak PlaySport’s use in golf—how it can enhance fan enjoyment and be used as an effective teaching tool. EMA collaborated with Callaway Golf to create a media event during the Quail Hollow Championship, one of the best media-attended “non-major” PGA TOUR events of the year. World-renowned golf instructor David Leadbetter was added to bring credibility to the event and provide a highly respected third-party endorsement of the PlaySport. Attendees received hands-on product training from Kodak specialists, while Leadbetter underscored the value of video in golf instruction and shared anecdotes of his experience with the camera. Following the product tutorials, attending media were treated to one-on-one instruction (using the PlaySport) from Leadbetter out on the golf course.
Attendees included reporters and editors from Golf Magazine, GolfWeek, Golf Digest, Golf World, USA Today, ESPN, ESPN.com, The Golf Channel, Sirius/XM Radio, Bloomberg News, and Sports Business Daily, as well as top golf columnists from the Orlando Sentinel, The Charlotte Observer and the Columbus Dispatch. All of the aforementioned attendees featured the Kodak PlaySport in editorial stories following the event. Additionally, ESPN.com and Golf Magazine included the Kodak PlaySport in their 2010 Top Holiday Gift Guides.