Client: Amgen & DP World Tour
Event: Amgen Irish Open 2024
Activation: Interactive Fan Zone
Location: Royal County Down, Ireland
The Brief:
As a flagship event on the DP World Tour schedule, and with Amgen as the new title sponsor for the event, both clients were keen to make an impact this year through activation for high fan engagement. The Tour briefed us on implementing a data capture system to grow their marketing audience for the event and affiliated brands. Amgen were focused on creating a fun and exciting area, to help build brand awareness around who they are and their connections with golf and Ireland.
The Process:
Delving into The Tour’s brief, we wanted to include a seamless registration system to enable ease of data capture whilst also encouraging fans to participate in all activations within the area. We were also asked to look at including activations from different sports that linked to Ireland, rather than being solely golf focused. Amgen asked us for activations that used technology, to link to their brand as a biopharmaceutical company and to promote their relationship in the golf world.
The Result:
Interactive Zone: A bumper packed Fan Zone with 5 different activations for fans to engage with! Embracing Ireland, fans could take part on our Horseracing Simulator, Boxing Reaction Challenge, Rugby Knock ‘Em Down, Impossible Putt & Chipping Challenge. Before participating, fans registered their details with a staff member to receive a QR code to their email. Fans would scan this QR code as they visited each activation to track their score, with overall high scores making it onto the leader board.
Long Putt: Working with the tournament charity sponsor Make-A-Wish, fans would donate a small amount to the charity to have 3 attempts to hole the 20m putt!
Kids Zone: Including our arcade basketball game, colouring wall, foam pit and bean bags, housed within our 8m x 8m arch structure.
PGA of Ireland Teaching Bays: We built a 3 bay range to allow local PGAs to give fans quick 5 min lessons for some handy hints & tips to improve their golf game!
Amgen Interactive Zone: We created a space that allowed fans of all ages & abilities to engage with all activations, that used our best golf tech to help educate fans on the Amgen brand, and their 25-year history in Ireland. Our LED screen golf simulator was used for a ‘Beat the Pro’ challenge with Brendon Lawlor, and for player clinics with Erik Van Rooyen & Tom McKibbin. We also had our Skeeball Chipping Challenge, Green Screen Photo Opp & Amgen quiz.
It was a pleasure to activate with numerous influential partners at the tournament, as one of the best courses not just in Ireland, but the world! The activations we delivered at the event this year played a pivotal part in creating a positive and exciting atmosphere, that encouraged fans to spend more time in the Fan Village and outside of the golfing action. We welcomed over 9,000 people through all our activations, where we welcomed golf fans of all ages & backgrounds, to help grow and support the tournament for future years to come.
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