Our solution: to launch The FedExCup Global Golf Sweepstakes—with the grand prize of a global golf trip for four. This would allow us to create an advertising campaign in FedEx’s simple, smart, humorous voice, which simply had to entice golf fans to go online and enter. Once they were online, we could then educate them about FedEx’s international shipping capabilities.“The leaderboard” was the common thread of the sweepstakes advertising campaign. In each execution, we would introduce a golf-style leaderboard or scorecard, and show how it could be used to rank coworkers and friends to select consumers’ potential trip-mates. All our media would drive consumers to fedexcup.com, where they would enter the sweepstakes by answering daily trivia questions that tested their golf and business knowledge. The experience included calls-to-action to learn more about FedEx international shipping.

In total, the sweepstakes received over 550,000 entries—almost 800% above our goal. Additionally, 10.5% of all registrants opted in to receive additional communications from FedEx—an exceptionally high rate for a broad audience.By any measure, it was considered the most successful sweepstakes in FedEx history.