American Golf

Driving data capture, brand awareness and share of voice during Covid-19

Services

  • Strategy & Insight
  • Creative Technology
  • Video & Animation
  • Amplification Consultancy

At a time when companies are struggling to maintain a connection to their customers, and attract new customers. BBI identified an opportunity for American Golf to go to market with a competition that allowed golfers and non golfers to compete against each other from the confines of their own homes during the Covid-19 Lockdown.

The approach

Putting content at the heart of customer engagement

With keen and amateur golfers away from their courses, their family, friends and their team mates, we wanted to help AG create a reason for people to engage, for them to turn their love of golf into an online experience.

Helping to connect people, maintain that sense of competitiveness as well as use it as an opportunity for families to get other members into golf.

Taking inspiration from the successful Pressure Putt Challenge, a game by American Golf that challenged celebrities and pros to a nerve-testing putting challenge against the clock. Participants had just 60 seconds to steady their hand and sink as many putts as possible whilst the distance to the hole grows after each successful putt.

Following American Golfs distinctive brand we created the ‘Home in One’ campaign and built a mini site and a gaming platform that was simple to use and instantly recognisable to anyone who has an interest in golf. The game platform included a Leader board synonymous with Golf coverage. National, regional and team leaderboards were created to help families, friends and club members stay connected.

To assist in the activation of the campaign, we created two videos:

  • How to set up the challenge
  • Impactful launch video

Both videos were turned around in a week, the How To video was clean and easy to follow. The Launch video was punchy and users were given clear direction and reason to visit the homeinone.americangolf.co.uk website to enter.

American Golf launched the campaign via a range of channels including ECRM, Social, PR and influencer engagement.

Weekly round ups to show who topped the charts were shared on social, with various prizes being offered by brands including Titleist.

The results

A brilliant round

Home in One created a reason for American Golf to stay connected to their audience during lock down. It was also an opportunity to provide a sense of light entertainment, as well as helping people feel connected to their communities at a time where people were feeling alone, isolated and cut off from their friends and family.

The platform was engaging and intuitive, enabling people from different locations and households to play their favourite game together. It created a moment of intimacy and increased dwell times between the brand and its audience.

The launch video was one of the best performing videos for the brand on Instagram in the last three months receiving 64k views - out performing all other content by 25,000 views.

5,755 sessions were generated in total with the average time on site of 4 minutes and 10 seconds which demonstrated a good level of engagement.

  • 64 k

    Video views

  • 5.7 k

    Online sessions

  • 4 m

    Average play time