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
Experiential Pop Up