Golf course superintendents couldn't believe there could be one product to effectively control the biggest three turf diseases. Now there is: Tourney Fungicide.

We employed a well-known mythic figure, Big Foot, to parallel the myth of the “perfect” fungicide, and then we dispelled that myth with the launch of Tourney. As part of our fully-integrated communications campaign, we created a viral online game called Save the Super. The goal of the game is to help Big Foot defeat the three diseases by throwing jugs of Tourney at them.

As an unconventional approach to a new product launch, the branded game has received unprecedented coverage in the industry trade press. The response from golf course superintendents has been so overwhelming (over 1,400 out of a total of only 6,000 have played the game) that we created a tournament event to allow superintendents to compete against each other. Visitors spend an average of 7 minutes and 48 seconds on the site, which translates into at least two gameplays per session.

• 2009 Silver NAMA (National Agri-Marketing Association) Award
• 2009 Merit Award, Integrated Marketing Campaign, TOCA (Turf and Ornamental Communicators Association)