What is cross-golf? To put it simply: the most natural way to play golf. This 'back to the roots' form of golf was revived about ten years ago. Forget polo shirts and plaid pants, grab a beer instead. Cross-golf is about having a ball – so to speak.

Following teaser, reminder and confirmation of registration, participants receive a generous portion of mud as a motivational gift. The winners received the golf club plus an invitation to the event which set the punch line under an exciting programme. The complete programme was supported by the web from the beginning.

The resonance to the challenge was positive. Over 21% of the target group participated. Aside from the cross-golfers themselves, there was plenty of reason for celebration on the part of the programme initiators at IBM as well. Thanks to the incentive program, the aspired turnover goal for server and storage sales was considerably exceeded.The mailing won double Gold at the German Dialog Marketing Award Show.