AleveX: Worst Golf Swing in America
Charles Barkley and Max Homa team up with Aleve
to find the worst golf swing in America
The situation:
To launch AleveX, a new pain-relief product with innovations poised to revolutionize the market, we partnered with a duo our golf-mad users would go mad for Charles Barkley and Max Homa, PGA player and roaster extraordinaire.
Here’s how we did it:
First-party research on our audience’s passion points. Golf over-indexed significantly.
Crafting a program in which culture (Max’s golf swing roasts on Twitter) and attention
(Charles’s notoriously bad golf swing) paired organically with the product.Extending it with a contest in which people send videos of their bad swings for a chance to be roasted
by both Charles and Max.
The idea and execution:
Golf is a game of details. Minor adjustments can differ between shooting a hole-in-one and throwing your back out. And no matter the skill level, all golfers need the confidence to play a round without aches and pains that leave them in the rough. Charles Barkley and Max Homa may be very different golfers, but even they agree AleveX is the product everyone should keep on hand for fast, easy-to-use topical pain relief. We highlighted the idea with a series of videos as well as an entire 360 degree campaign inclusive of (Digital Organic & Paid Social, Website, Influencers), Media (Content partnership with Sports Illustrated), and PR (coverage in Forbes.com, AOL.com, Media Post and more0
