The team at American Century Investments
] has launched a marketing campaign, timed with the Kansas City, Missouri-based firm's annual celebrity golf tournament, American Century Championship
(which this year was a TV-only event due to the coronavirus pandemic). The campaign, entitled "The Future. How Will You Play It?" includes a television commercial, a social media contest, and a landing page.
"Life is unpredictable and full of unexpected turns, but 'how we play it' can mean the difference between thriving and just getting by," Erik Schneberger
, chief marketing officer at American Century, stated
. "American Century looks for opportunities even in the most unpredictable times, always optimistic about what the future holds. Our goal is to partner with clients to develop a plan that is built for the long-term and empowers them to move forward with confidence and conviction."
"Within the broadcast viewers will see the new commercial spot showing regular people — presumably stuck at home — doing trick golf shots illustrating the curveballs of everyday life," Schneberger tells MFWire
The commercial advertising the campaign aired from July 10 through 12 during the televised American Century Championship
, NBC Sports Network
and the Golf Channel
"For the social media contest, participants must upload a trick shot video to Twitter or Instagram and include the hashtags #PlayItACC and #contest. For the trick shot video, any kind of ball can be used as long as it's hit with a golf club," Schneberger tells MFWire
, noting that the submission deadline was today. "The 3 winners will be selected and receive two general admission tickets to the three-day 2021 American Century Championship plus airfare and hotel accommodations."
"The event is designed to help build our brand with a broad audience. We hope the campaign drives viewership of the tournament on NBC," Schneberger tells MFWire
adding that: "This year, all prize monies for American Century Championship and other corporate donations will be distributed to the Equal Justice Initiative, Lake Tahoe-area non-profits and COVID relief charities: the Notah Begay III (NB3) Foundation and the Center for Disaster Philanthropy COVID-19 Response Fund, continuing the tournamentís longstanding commitment to supporting worthy causes."
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