Through social posts and an emotional film we introduced the hashtag #ArnieWould With it, anyone could promise to live more like #ArnieWould. It didn’t mean go out and build hospitals or win The Masters, but you could simply help others, be kind, work hard, stay humble, practice harder, face your fears, because #ArnieWould.

We tapped into the way Mr. Palmer would inspire people in so many ways. Our film reminded a national audience that we can all do simple things just like #ArnieWould. And our social interaction fueled the conversation, reminding everyone to do what #ArnieWould. Keep your chin up when things go bad. Take chances. Be courteous. Spend more time with family.

The phrase “Arnie Would” entered pop culture. Amateurs wrote it on equipment. Sportscasters used it in commentary. A player was even overheard saying it live, before he took a shot, during The Masters. The campaign gained $400K in earned media.