Polo Ralph Lauren has one hell of a marketing team, and has been at the forefront of technological advancements like their touch-screen store windows which launched a few years back.
Now they have a concept called “merchantainment” which blends the world of being a retail merchant and entertainment. Clever guys! The newest development in merchantainment involves Polo’s online Legends Clinic which will feature 3-time Wimbledon champ Boris Becker live on ralphlauren.com to answer tennis related questions TODAY at 11am EST. The interactive tennis clinic with Becker will run for 1 hour. With 5 hours and change to go (from time of this post), there are already 47 questions lined up.
Becker has had a long relationship with Polo, starting in Wimbledon 2007 when he was the official brand ambassador and wore Polo exclusively for the tournament. But today, this type of brand ambassadorship is smarter and wiser. While not all tennis fans wear Polo, any tennis fanatic is probably interested in hearing what Boris Becker has to say about his career, game strategy, etc. I bet there will be a lot of people who log on today for the clinic, and that in turn will probably drive a lot of traffic to at least view, if not make purchases from Ralph Lauren’s Wimbledon Collection.
There’s only one small glitch – the links within the Wimbledon Collection to “Shop Men” and “Shop Women” aren’t working at the moment. Come on Polo, you have 5 hours and counting!