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Home TaylorMade knows how to build demand

Equipment is a vital part of the game. It can also act as inspiration for avid players to make their next tee time. After all making an investment in a new piece of equipment that promises improvement is one way to motivate players to enjoy the game more frequently. Waiting can be the hardest part as most regions in the country aren’t yet ready to play in 2013. However, TaylorMade Golf Company has found a way to get its new R1 driver in player’s hands sooner rather than later. 

The company has created an interactive application for smart phones and tablets that unlocks a virtual experience for its new R1 driver. By downloading the R1 mobile application and pointing a smart phone or tablet device at the print advertisement in either of the January issues of Golf Digest or Golf Magazine, a virtual driver appears and can be experienced before its retail availability February 1. 

“Leveraging augmented reality to help tell a product story is a first for us and we are really proud of the way it turned out,” said Bob Maggiore, TaylorMade Golf Chief Marketing Officer. “The new R1 driver is so dynamic that we wanted to provide consumers with an interactive platform to ‘play’ with the club before they can actually get it in their hands.”

With a swipe of the finger, users can seamlessly zoom in or spin the club for 360-degree views. Users also have the ability to adjust the loft, face angle and shot shape of the virtual R1. After selecting launch conditions, users can then watch a simulated flight path by selecting the “test swing” option on the app. This virtual platform provides consumers a new experience with the driver from their mobile device, which likely enhances the odds of purchasing the product when it becomes available (Feb. 1). The app is free and is available for iOS (app store) and Android Devices (Google Play) and can be used on both tablets and smart phones.