Big Brand Ideas tees off with American Golf putting challenge

Stephen Chapman's picture
by Stephen Chapman

American Golf has launched an online game to keep people connected during the lockdown.

Home in One was developed by Macclesfield’s Big Brand Ideas and enables players to compete in national and regional leagues, or build a league for their own club, friends or family.

The game builds on its Pressure Put Challenge, where people had just a minute to sink as many putts as possible. A number of well-known names, including  Niall Horan, Jamie Carragher, AP McCoy and Dan Walker took part in this.

“With connected behaviours up, and people spending 40% more time than usual on their smart phones, we spotted an opportunity to bring golfers back together using our popular celebrity putting challenge, whilst giving an enjoyable practice ground for improving their game and inspiring new players too,” explained Conrad Edkins, Marketing Director for American Golf.

The game will be seeded across social media, influencers, email and PR.

“This activation sits at the heart of our business. We develop content solutions that drive deep brand engagement, created to achieve results across multiple channels. Our experience in the sporting arena and our interactive content capabilities have enabled us to act at speed to create the ‘Home in One’ platform and supporting video assets in less than two weeks,” said Jon Butler, MD for Big Brand Ideas.

“There’s a huge opportunity for brands to remain relevant during lockdown. With many large sporting events cancelled, interactive content is a great way to still own a part of that moment between brand and consumer. Evidence from past downturns shows that companies who have maintained activity have generated higher growth than those who went quiet.

“Whilst in lockdown, it’s clear that brands still have a role to play.”