Early 2011 saw the release of the R11 and Burner Superfast 2.0 golf clubs by TaylorMade adidas Golf (TMaG). Both ranges epitomise the presence of TMaG in the golfing world… re-defining the playing field, moving the goal posts and exploiting new technologies to place traditional conventions to one side. TMaG developed these clubs to stand out from the crowd, and with an all white clubhead, they look like nothing else on the professional tour. Utilising movable weight technology (MWT) and Flight Control Technology (FCT) to allow a golfer the ultimate in custom fitting – achieving their desired flight & shape. The R11 and BSF 2.0 are doing something very new in a very modern way. Together with TMaG, purestone developed thedrivertour.eu website as the centrepiece for the experiential & digital release of the new products.
thedrivertour.eu provides an immersive online experience that matches the ambitions of the R11 and BSF 2.0 while fulfilling the strategic imperatives of TaylorMade as bleeding edge product seller. Uncompromising and bold, the site reflects it’s raison d’être. Built fully in flash to maximise the aesthetic experience allowing for free movement and full bleed imagery. Galleries and large product shots emphasis the stylistic aspirations of the product. Interactive, dynamic menus and a ‘thin’ mobile version make the driver tour website part of an all-encompassing product dialogue.
The user experience centres around 4 key areas: The Driver Tour, Product, Players and Get Fit. Using technical elements to enhance the user experience, IP Detection allows the site to tailor language and content specific to the European territory from which it is visited. Pulling from a sequence of databases, the site displays content is presented across multiple languages, with scaling templates, and all navigation included in the update, it represents a truly multi lingual site
A key aspect of thedrivertour.eu was the inclusion of a fitting retailer location service, displaying appointments for personal fitting. Optimised to work in both mobile and rich media experience, using the IP location of the visitor, the nearest geographical locations and date of appointment are listed with a Google API integration on an adjacent map. With a full search facility results can be updated with alternative locations across Europe and a clear booking call to action ensured booking conversion levels were high.
As you would expect from purestone, the site benefits from a full suite of analytics for 3600 analysis & reporting.
To find out more about thedrivertour.eu and how a solution like this could benefit your business, please contact Simon Butler at purestone.
usability•technical•social media•e-marketing•design/ creative•data•agency
