Doosan is continuing its sponsorship of the British Open golf championship in 2016 after the success of its marketing campaign across TV coverage, the tournament website and social media last year.
Its patronage has proved to be highly effective in raising its brand awareness, with Repucom, an independent brand analysis and research agency, estimated the monetary value of the exposure achieved by Doosan’s on-site signage and the global media coverage to be around $11.3m each year.
In 2015, the Doosan logo at the bottom of the event’s official site attracted about 46.9 million views, while the live footage broadcast by 103 entities to 505 million households garnered 117,171 seconds of exposure for Doosan branding around the event.
The ‘Doosan Shot of the Day’ videos were meanwhile viewed by more than 32,400 people on the tournament’s official site and about 860,000 people via its official Twitter and Facebook feeds.
