Launching ML2MPRO to elevate the way golf is played
Building on the success of the original MLM, Rapsodo integrated and refined the product to meet even more needs of core golfers – effectively creating the soon to be released MLM2PRO™, the future of mobile launch monitors. We joined forces with Rapsodo to facilitate the launch of this new, groundbreaking product, helping the team create a disruptive brand experience that could position MLM2PRO™ as a must-have for those looking to elevate their performance on the course.
Following upfront immersion at the range with a beta version of the product to experience its various new modes, metrics, and simulations, we joined the Rapsodo team on a journey to audit the brand experience that would ultimately surround the MLM2PRO™, looking for opportunities to elevate and expand it. Working closely with the team, we developed the overarching creative direction for the product launch and subsequently refined the Rapsodo Golf brand itself – kickstarting a powerful partnership that would bring to life various marketing efforts including an immersive digital experience, ads for Golf Digest placements, and other media to support the highly anticipated launch of the MLM2PRO™.
After experiencing the product firsthand, we knew we had to visually showcase its advanced technology in a way that could stand apart from others in the category. As such, we took a deep dive into Rapsodo’s existing brand to give the team fresh perspective on how we might leverage the existing equity and push it further with a new, bolder direction that could truly be unique to Rapsodo–while inspiring the same first-glance excitement that comes with trying this cutting-edge product for the first time. We developed a range of visual territories that highlighted a juxtaposition of its key features with elements of the Rapsodo brand.
Timing is everything. With the PGA Show right around the corner as a cornerstone of the product launch, our collective team had to move quickly. Through tight-knit collaboration with the Rapsodo team, we were able to diverge and converge quickly and efficiently to craft a visual expression for the product that inspired and informed various executions to follow. This joint effort ultimately paved the way for a wildly successful launch and further refinement of the overarching brand direction.
MLM2PRO™ was a game-changer, and we knew it had to be experienced to be believed. Through a series of rapid design and development sprints within our joint team, we crafted an immersive landing page that enticed pre-orders and led consumers to a redesigned product detail experience. Our goal was to showcase the versatility and power of MLM2PRO™, and keep users engaged with its amazing technology for as long as possible.
After a highly successful launch of MLM2PRO™, we continued to drive momentum through various timely tactics and high-profile placements secured by the Rapsodo team. We designed high-impact print ads featured in Golf Digest’s 2023 Hotlist and Masters editions to entice golfers gearing up for the season, developed paid social ads to intercept and contribute to the buzz already beginning in social circles, and began thinking through presence at flagship retail locations. With its versatile capabilities and solid brand experience, the sky is the limit for this product.
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