ASI - Ryder Cup - First Tee Experience

The Idea

With some projects we are given free rein to come up with an engaging and memorable activation. This project was one of these, we were told the space we had, and that the activation needed to celebrate the Ryder Cup in some way. A blank canvas is an exciting place to start!

The Process

The team had a think about the tournament and what was iconic about it – what was it that stood out? How could we ensure the client had great brand exposure? The concept that was presented and agreed was a simulation of how players feel on the first tee and to give fans the chance to experience this.

The Product

A fully immersive first tee simulation: For fans to experience and understand the pressure that a professional would feel as they step up to take their shot on the first tee. 

What we did

connecting brands with sports fans worldwide 

Fans would register using RFID wristbands – this was unique to them throughout the activation. People would then move into an exact replica of the locker room that a player would get ready in. One of the lockers had a clear front so that you could see inside it, each day this was changed based on what the players were wearing each day. Fans were then shown a video from each captain, giving them a motivational speech about the shot ahead and what it would mean for the team. Once fans were pepped up and ready, they made their way through a tunnel to the tee. This was a popular activation so the queuing system was made to be part of the setup, this became the grandstand and added to the pressure golfers would feel with so many people watching them.

When it was your turn to step up to the tee, fans would tap their wristband and the whole experience was personalised to them. At this point they were also given a heartrate monitor to fully measure the excitement and pressure! They were announced to the crowd, the stand started to cheer, their heart rate was projected on to the screen for all to see and off they went! Their final shot was filmed and sent to them via email, so they could re-live the moment and know how they would fair. Fans finished the experience with a photo opportunity to pose with the pros. This was an LED screen that had the players walking on in a number of different scenarios.

When it was your turn to step up to the tee, fans would tap their wristband and the whole experience was personalised to them. At this point they were also given a heartrate monitor to fully measure the excitement and pressure! They were announced to the crowd, the stand started to cheer, their heart rate was projected on to the screen for all to see and off they went! Their final shot was filmed and sent to them via email, so they could re-live the moment and know how they would fair. Fans finished the experience with a photo opportunity to pose with the pros. This was an LED screen that had the players walking on in a number of different scenarios.

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