Digital currency company LIFElabs is taking to the fairways this week as an official sponsor of the Sky Sports British Masters.
The brand plans to activate its partnership via a series of blockchain-based activities designed to showcase the benefits of its LIFEtokens currency and suite of services aiming to make crypto currency more accessible to a mainstream audience.
“We want to de-mystify digital currency and the Sky Sports British Masters is the perfect platform for us to do this,” says David Pugh-Jones, CMO of LIFElabs. “The event has a huge global audience, which gives us great exposure, but perhaps more importantly tens of thousands of people come to watch live. This provides us with the opportunity to make a real impact on people’s understanding of digital currency, but we need to communicate with them in the right way.”
Over the four days of championship, European Tour players will shoot for the ‘Hole in One’ prize pot of £10,000, which LIFElabs will then match with £10,000 worth of LIFEtokens to be split between Cancer Research U.K. and the European Tour foundation.
The initiative aims to highlight the philanthropic dimension of LIFElabs, which ringfences 30% of all LIFEtokens for charitable causes around the globe.
In addition, LIFElabs has worked with Provision Events (PVE) to design a fan experience area aimed at blockchain Jargon Busting.
Simon Jones, head of sales & business development at PVE, explains: “We wanted to present the key features of LIFElabs products in a simple, fun way that draws fans in and engages them with the key messages. We’ve put together a five-hole mini golf course where each hole has messaging about the specific benefits of LIFElabs products. This is supplemented with graphics, video content and examples of the ways in which LIFElabs supports various charities. We’ve gone for a quite a simple approach, but for a subject that is often considered complex, the key is to present the information in a way that is fun and easy to understand.
“The last few years has seen European Tour constantly innovating and looking to the future, so it is a perfect partner for us.”