The ‘Irons Throne’ made from over 300 golf clubs by Direct Golf
Online UK golf retailer Direct-Golf are the latest company to jump on the Game of Thrones bandwagon with the launch of their very own “Irons Throne“. As the new season of the global TV phenomenon ‘Game of Thrones’ hits screens on April 12th, the online space has been full of marketing stunts related to the series.
Created from more than 320 old golf clubs, the ‘Irons Throne’ is six-foot high and includes a full-size sword made from golf drivers and wedges. It takes four men to lift it, but Direct Golf is committed to taking the mighty seat on a tour of its stores with a view to raising money for Cancer Research UK (the throne itself will be auctioned off with all proceeds going to the charity).
With a playful pun and recycling of some old stock, Direct-Golf (who started and are still based in Huddersfield, West Yorkshire) have tapped into a worldwide audience and are looking to use Social Media to not just raise brand awareness but also do something for charity.
The ‘Irons Throne’ does highlight the opportunity to smaller brands from utilising Social Media effectively to put their brand on a global platform with limited budget. Likewise, it is interesting to note that whilst many in-house and agency digital teams have long pushed content such as video, infographics and interactive web pages to their users, the offline content asset is often forgotten.
Not only have Direct-Golf managed to generate worldwide coverage (with a link already on Mashable), but they’ve done it by getting rid of some old stock and contributing to charity at the same time. In an online space saturated by infographics, perhaps small to mid size brands need to look closer to home and do something more in line with their actual physical products.
Direct Golf owner and founder, PGA Fellow professional John Andrew, explained:
“We had a brainstorm about what to do with 300-plus traded-in clubs we had in the warehouse, and a fan of the Game of Thrones series suggested – initially tongue-in-cheek I imagine – that we should create a replica ‘Irons Throne’.
“It snowballed from there and everybody bought into the concept really quickly as it was felt that, not only would it be an iconic feature, but that it could do a lot of good in terms of raising money for good causes”
If you have a few old golf clubs left in the garage, Direct-Golf have even bothered to provide step by step instructions on how the Iron Throne structure was manufactured.