The 53-foot-long, 32-ton PGA Tour Rolling Club House is the centerpiece of Kraft's "Rise & Roll With DiGiorno" integrated marketing campaign, the largest-ever on-site effort for the line of frozen pizza.
"Rise & Roll" first hit the road in March with the Club House, plus two traveling pizzerias and a hot-air balloon shaped like a pizza. The pizzeria vehicles distribute hot pizza samples and coupons.
3-D GOLF, EXPERTS' TIPS
The PGA Tour Rolling Club House offers an array of golf-related activities including a computerized golf swing analyzer for kids as well as adults, a 3-D golf game, Internet access and hands-on golf tips from experts.
The Club House is visiting more than 40 cities this year, including all major PGA Tour events, but it also goes to supermarkets, fairs, festivals and other public events off the tour route, fulfilling the goal of the PGA Tour to expose wider audiences, including children, to golf.
"Working with DiGiorno presented an ideal way to expose the game of golf to a broader audience including kids, and it's already achieving the goal in a fun and interactive way," said Tom Wade, PGA Tour senior VP-corporate marketing and new business.
Within seven months, more than 250,000 consumers had been through the Club House, exceeding Kraft's goal of 100,000 for the year.
A key to the effort's success has been the involvement of Kraft's direct sales force in local markets, said John Bikus, associate brand manager on the DiGiorno Rising Crust Pizza brand at Kraft's pizza division.
"The local sales force in each market is heavily involved in our visit to the area, and as a result, we get to the right events and the right stores," he said. "Our own sales people come up with some of the best ideas of how to utilize the Club House."
PIZZA & BALLOON
The Club House has put in an appearance at about 10 PGA Tour stops, often in conjunction with a DiGiorno mobile pizzeria. The pizza vehicle dispenses samples as the 92-foot-wide pizza balloon -- with its 10-foot pepperonis and 61/2-foot olives -- drifts overhead. Kraft expects to dispense more than 600,000 pizza samples during the "Rise & Roll" tour.
Elsewhere, the two mobile pizzerias split up, hitting different events within one market; the hot-air balloon also has its own itinerary, visiting some locations where on-site sampling is impossible.
In some markets, the "Rise & Roll" tour has executed cross-couponing efforts for the DiGiorno line of pasta and sauces, but the tour is primarily focused on the pizza line.
"The goal is to use integrated marketing, on-site marketing and advertising to reach as many consumers as possible at once," Mr. Bikus said.
The tour ends next month and will resume next year.
The cooperation of several different agencies on the DiGiorno integrated marketing effort also has been crucial, Mr. Bikus said, adding, "It takes constant cooperation and teamwork across a variety of agencies to make something like this click."
Foote, Cone & Belding, Chicago, is DiGiorno's primary ad agency, and creator of its theme line, "It's not delivery, it's DiGiorno." Davidson Marketing, Chicago, handles promotions; Bozell Sawyer Miller Group, New York, handles publicity for the effort; GMR Marketing, Brookfield, Wis., created the vehicles; and California Dreamin', San Diego, handles the balloon.
Kraft also markets Tombstone pizza, the No. 1 frozen pizza with a 17% share, but the company says the $200 million DiGiorno line is rapidly gaining on the longtime leader, already claiming a 14% share since its 1996 introduction.
PGA Tour officials say targeting families has become an important objective and future sponsorship efforts may involve more activities for children, though no specifics have been revealed.
Current PGA Tour sponsors include Anheuser-Busch, Bank of America, General Motors Corp.'s Buick and Charles Schwab & Co., each with various levels of on-site marketing at PGA Tour events.