VIDEO: HSBC Singapore's Darren Friedlander on sports marketing

Friedlander said that sports event sponsorship is definitely an increasing priority for many marketers, HSBC included, but that it needs to be about more than simply writing a big cheque and splashing your logo everywhere. He says it’s imperative to properly leverage that sponsorship on many levels.

The new campaign, from JWT Singapore, debuted 1 January 2011 in print, broadcast and outdoor including buses, trains and billboards. HSBC’s branches are dressed up to reflect the campaign theme, staff will be clad in golf attire throughout February, and there are in-branch promotions to give away golf premiums.

This weekend, at Ngee Ann City from 21-23 January, the HSBC Golf ‘Live’ Challenge roadshow will enable visitors to ‘try’ the eighth hole at Tanah Merah Country Club, home to the HSBC Women’s Champions tournament. An augmented reality mobile application will let participants ‘play’ eight golf holes set up along Orchard Road, transforming the bustling shopping district into a virtual golfing green.

To reach out to a wider audience, HSBC is also maximising the digital space, leveraging platforms such as Facebook and Twitter, and using mobile applications, online banners and a specially created microsite. Friedlander sees this as the perfect opportunity to trial and learn about using social media to engage with consumers.