By Mike Stachura
TaylorMade has not been timid in using unusual marketing initiatives to roll out products in recent years. There have been white-outs in Manhattan and, last year, yellow bucket hats at Pebble Beach. The strategy continues at this week's AT&T Pebble Beach National Pro-Am, where company reps will be handing out golf balls and big money (as in a charitable donation) to the amateurs as part of the debut of a ball aimed at non-elite players.
Any amateur competing in the Pro-Am competition who uses its new Project (a) ball to hit the green at Pebble Beach's famed par-3 17th (shown) during the first three days of the tournament will receive a $1,000 donation to his or her favorite charity. For those who knock it in the hole, the charity gets $100,000.
The marketing plan is part of a targeted launch of the Project (a) ball, which features a three-piece construction that includes a softer, more durable cast urethane cover found in its new Tour Preferred and Tour Preferred X balls designed to promote spin on approach shots.
Photo by Stephen Szurlej