The Local Knowlege

Gear & Equipment

Social-media campaigns are the buzz at the start of the PGA Show Outdoor Demo Day

By Stephen Hennessey

ORLANDO -- Today marks the start of golf's version of shopping in a huge, outdoor toy store.

Equipment, grips, shafts and other products are on display from dozens of manufacturers at Outdoor Demo Day at Orange County National, the one-day prelude to the 61st PGA Merchandise Show, which runs Jan. 22-25.


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Some of the hardest working folks at Demo Day: Volunteers and staff from Orange County National cleaning and redistributing range balls.

Related: Why there's a positive vibe expected at this week's PGA Show

Of course, you have traditional the equipment rollouts with every major manufacturer having its latest line of clubs to try out.

Yet in this first hour of the Demo Day, it's hard to miss the enormous social-media push from many of the major equipment companies hoping to get attendees not only to try their products but help promote them.

Specifically there are a handful of social-media campaigns reaching out to golfers to tweet or Instagram about a specific product. While it was prevalent the last two years, it's an even bigger push this time around.

Some quick examples:

-- Ping is introducing a new glove, the Sensor Cool, which Bubba Watson will wear on the PGA Tour. There's a cardboard cut-out of Watson at Ping's Demo Day setup, where you can take a photo and use the hashtag #FeelTheGlove to get a Ping T-shirt. It's a great cause, too. Ping will donate a portion of all sales it generates from its three models of the Sensor Glove to the Bubba Watson Foundation, Ping spokesperson Pete Samuels said.

-- Cobra/Puma, like it did last year, has an enormous station with a DJ blasting loud music and drinks started being served at 10 a.m. (You know, because it can.) Jesper Parnevik and Blair O'Neal are slated to mingle with fans, too. By using the #GoLong hashtag on Twitter, Instagram or Facebook you're entered into a contest to win a Bio Cell driver.

-- Fujikura has one of the most innovative promotions at Demo Day. Taby and Christine, two Florida natives, are dressed as police officers--complete with handcuffs and Aviator shades. If you take a photo with these girls, and tag it with #Fujikura on Instagram, you're entered to win tickets to all four majors this year. The 10 posts with the most likes are eligible to win, and the Fujikura folks with pick the best photo. You win a free hat by participating.

Other events going on:

-- Peter Jacobson and Dave Pelz are giving a show at 11 a.m. and 2 p.m. at the Srixon/Cleveland setup.

-- Former Re/Max World Long-Drive champion Jamie Sadlowski is demonstrating his driving abilities with the new Callaway line of drivers at 11 and 2.

-- TaylorMade's "Loft Up+" campaign features a gigantic leader board onsite. The highest differences in driving distance--from your old loft to a new, higher loft--are featured in an electronic leader board. It's all in an effort to educate golfers on the benefits of playing a high launch, low spin driver like TaylorMade's SLDR line, spokesman Dave Cordero said.

The hardest-working folks on the expansive 360-degree range at Orange County National have to be the team of 20 who are sorting and distributing golf balls from the range. There are 15 volunteers helping a team of five employees from Orange County National. They have an assembly line of loading, sorting and shipping out balls via large garbage cans.

"We'll go through 80,000 golf balls, and that's probably low," said Brian, one of the employees from OCN who deserves a golf clap from everyone demoing the new clubs here.

 
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