With perfect timing in the week when the Large Hadron Collider became part of the global zeitgeist, a new sponsorship category was also unveiled to the world: Dow Chemical has become the ‘Official Chemistry Company’ of the PGA Tour.
Sponsorship has been adopted by a myriad of product categories in the modern era, but ‘Chemistry’ is a new one on me. Let me hasten to add, I think Dow has done a very clever deal with the PGA, creating a perfect showcase for its agroscience and technology products. And I’m sure that the guys at Dow and the PGA thought long and hard before landing on ‘Chemistry’. But it does lead your imagination in some interesting directions…
Talking of which, the scientists involved in the Large Hadron Collider project have taken a break from attempting to discover the ‘God Particle’ to star in their own hit viral video. The ‘Large Hadron Rap’ has become a favorite on YouTube.
By Tim Crow on September 12th, 2008
Tags: Branded content, Digital marketing, Golf, Media, New Product Development, PGA Tour, Sponsorship, Sponsorship consultancy, Sponsorship consultants, Viral Marketing, YouTube
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