To honor one of golf’s greatest legends, Mastercard launched an integrated campaign this week tied to the Arnold Palmer Invitational presented by Mastercard encouraging anyone inspired by the beloved golfer to do something that #ArnieWould do. Mastercard launched the initiative during the tournament as a way to honor Palmer and his legacy as a great athlete, businessman and philanthropist.
“For more than a decade, we had the honor of working with Mr. Palmer, his family and the Invitational. During this time, we witnessed the extraordinary things he was able to accomplish not just with API, but with his philanthropic efforts as well,” said Raja Rajamannar, chief marketing and communications officer, Mastercard. “We wanted to celebrate his life and legacy during the tournament this year, and thought there was no better way than to invite others to share how Mr. Palmer has inspired them to do better, be better, act better by pledging to do something Arnie would do.”
#ArnieWould, which will be promoted on television, online and in social media, has a simple directive: think about how Arnold Palmer has inspired you and decide what you will do in his honor. Then, now through March 19, share the pledge on Twitter, Facebook and/or Instagram using #ArnieWould.
The #ArnieWould campaign and the late golfer’s legacy were the topic of a panel conversation Mastercard hosted at the Masterpass Club at Bay Hill Club and Lodge in Orlando on March 14. Steve Sands from NBC/The Golf Channel moderated a conversation between Rajamannar; Brandt Snedeker, PGA TOUR golfer; Ty Votaw, chief marketing officer, PGA TOUR; and Kevin Bingham, chief executive officer, Arnie’s Army. Panelists shared personal stories about Palmer, discussed his impact on the game of golf and—most importantly—how he has inspired so many with his commitment to giving back.
The Arnold Palmer Invitational presented by Mastercard takes place in Orlando, FL March 13 – 19 and will air on The Golf Channel and NBC. Mastercard just announced this week an extension of its sponsorship of the tournament and its marketing relationship with PGA TOUR.