SA Open golf scores sent to 7000 cellphone whisky adorers and media

Altogether about 28 400 messages, plus another 100 on a referral database used solely as a yardstick for accuracy, response time and general feeling of the campaign were sent out.

5fm anchor Darren Scott mentioned receiving his scores live on radio on Thursday and Friday, while a thank you came all the way from Switzerland from a client on holiday, delighted to have received the scores.

A senior partner in a prominent law firm rang the organisers all day on day three of the Open (Saturday) as he was "on the Breede River and was anxious not to miss the scores."

Said Dries van der Sandt, Bell's marketing manager: "It was a service for our loyal whisky adorers and we and they enjoyed every moment of it. Moreover the media was grateful for the speedy service."

The winner's name - Tim Clark of KwaZulu-Natal - had hardly completed his final putt on the 72nd-hole when the great news was flashed by Bell's round the country.