Paul Young IV
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Topgolf

Assignment: Increase traffic of non-golfers (over 85% of the target) to Topgolf. 

Approach: Topgolf is a fun social experience built around a golf-based accuracy game. Create a non-golfer promotion, test marketed in Austin, sponsoring SXSW. 

Rationale: Creating a series of experiences aimed at non-golfer at the SXSW festival that revolve around a attendee named, Fun.

The campaign “Find Fun at Topgolf” features an anonymous character named Fun whose favorite entertainment venue is Topgolf. Fun is a metaphorical, representing the target’s attitudes about entertainment.

Find Fun at SXSW promotional video

I am Fun Website

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Experiential Pop Up