To leverage their partnership with the PGA TOUR and drive awareness among the active adult set, Stryker enlisted GMR to help engage and educate audiences at TOUR tournaments across the U.S. The medical technology company wanted a holistic experience that would both engage and educate visitors. We designed an activation centered around four main elements that delivered a unique and memorable experience for fans.
The Mobility Zone Presented by Stryker
This onsite joint health destination—constructed on the grounds of TOUR Champions events—provided fans with a comfortable, approachable environment where they could meet an orthopaedic surgeon and discuss health issues and treatment options. The Mobility Zone also invited fans to participate in fun, educational activities relating to joint health, mobility and golf. The space engaged guests with a life-size Stryker Operation Game, the Stryker Challenge Sweepstakes, and a charitable hat program, with all proceeds going to the K9s For Warriors organization.
Stryker’s Health Walk
Stryker's Health Walk got fans moving during downtime via a multi-mile path on the grounds of each course. Stryker signs marked the path and mileage and featured fun health and well-being trivia.
“The Stryker-PGA Tour activation has been one of (if not the best) marketing programs we have executed to date. Nothing else we have done as a brand has been able to accomplish so many different goals housed in one unique activation.”
K9s for Warriors Program
To raise awareness for K9s For Warriors, Stryker held ceremonies at each tournament’s Patriots Outpost—a hospitality location built specifically for military veterans. The ceremonies recognized the service men and women and announced Stryker's donation of a trained service dog for military veterans with PTSD.
Influencer Partnerships with Fred Funk + Jerome Bettis
To reach golf fans and active adults outside of the tournaments, Stryker partnered with PGA TOUR Professional (and Stryker Get Around Knee recipient) Fred Funk as well as NFL Hall of Fame running back Jerome Bettis. The team of Bettis and Funk created an amiable “odd couple” and took them on the road to meet the media and star in Stryker’s first-ever video series.
In addition to overall program management, GMR was responsible for all technical and digital aspects of the activation, as well as staffing and promotions. The program was a huge success based on Stryker’s goals and objectives, resulting in more than one million onsite tournament impressions, a 70% increase in website traffic and a 25% recognition rate for Stryker among TOUR fans.