FedEx called on BDA for a creative way to commemorate the 10th anniversary of the FedExCup and solidify sponsorship relationships with the PGA TOUR through merchandise. FedEx wanted to generate positive brand impressions with key customers and celebrate 10 years of FedExCup success.
BDA leveraged its global network and product development expertise to develop a FedExCup limited-edition anniversary bobblehead collection featuring the past 10 Cup winners. BDA worked directly with PGA TOUR and the individual players’ agents and sponsors to secure approvals to bring each player to life as a bobblehead in their winning stance. Retail packaging was created by BDA to fit all 10 bobbleheads and act as a carrying case for recipieints at the Cup.
Bobblehead sets were delivered to the four FedExCup tournaments over the summer and were very well received among key customers. Positive PR and media coverage broke out among sports news outlets such as FOX Sports, ESPN and Golf Digest. Individual Cup winners’ reactions to seeing their individual bobbleheads in the set were caught on camera and fans were psyched to be able to take the set home. Player figurines were also featured in the @PGATOUR Twitter Sweepstakes which increased FedExCup impressions, followers and excitement surrounding the playoffs.
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