Mastercard’s partnership with the PGA TOUR goes back 21 years, and for the last 19 they’ve been presenting sponsor of the Arnold Palmer Invitational in Orlando. Prior to Thursday’s opening round, I was invited to a conversation with Mastercard’s Chief Marketing Communications Officer Raja Rajamannar and his counterpart, Andy Weitz of the TOUR, who also serves as EVP of Investor Relations.
The topic was what Rajamannar calls “Quantum Marketing”. In essence, a strategic focus on targeted consumer experiences over traditional advertising. For example, the introduction of “Beyond the Ropes”. Mastercard is dedicating a portion of its commercial time during this week’s NBC Golf telecast in support of the TOUR’s Fan Forward effort and plans to provide exclusive, real-time access. Rather than airing the traditional :30 spots, fans will now have the chance to hear conversations between golfers and their caddies.
“We’ve moved as much as 70% of our advertising dollars into consumer experiences,” said Rajamannar. It’s about taking marketing into the future and leveraging fundamental best practices and truths which are still valid, but adjusting as technology around us changes.”
Another innovation that caught my attention in the MasterCard Club was their focus on retail purchasing and an AI-powered smart mirror allowing a customer to try on apparel without the need of changing clothes. Based on a quick body scan, the technology seamlessly recognized items from a Mastercard branded collection—including size and fit—the mirror provides personalized recommendations. Don’t be surprised to see this technology replace traditional fitting rooms someday soon, and make for an easier shopping experience.
Weitz and Rajamannar hosted a panel discussion in the Mastercard Club in its Creator Studio, a first of its kind facility designed to bring unique content to fans across social media platforms throughout tournament week. Influencers now have a designated area to spend time with Mastercard brand ambassadors to create engaging content, field fan questions and provide real-time insights from the fourth PGA TOUR “Signature Event” of the season, featuring a $20 million total purse. First place pays $4 million, a three-year exemption and 700 FedEx Cup points as defending champion Scottie Scheffler earned last year.
“Our goal is to meet fans where they are, and when you have that aligned mindset, as we do with Mastercard and the exciting innovations they’re driving, it gives you license to do different things to serve fans and send a signal to them that we are evolving,” Weitz added.
Rajamannar underscored Mastercard’s unwavering support to small business owners and specially highlighted their partnership with Capital One to showcase Orlando area businesses that are providing on-course hospitality this week along the 18thfairway at the “Foodies and Fairways Marketplace”. These local entrepreneurs are invited to share their stories with new media working out of the Creator Studio.