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American Golf appoints Big Brand Ideas for online campaign during lockdown


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American Golf appoints Big Brand Ideas for online campaign during lockdown


"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 challeng"
Conrad Edkins



American Golf has launched a gaming platform to maintain brand prominence and engagement to keep people connected to their love of golf.

‘Home in One’, developed by Big Brand Ideas, builds on the successful American Golf Pressure Putt Challenge where participants have just 60 seconds to steady their hand and sink as may putts as possible. The distance to the hole grows after each putt.

Now, in a version created specifically for the Coronavirus lockdown, the ‘Home in One’ game enables golfers to play a 10ft version, compete in national/regional leagues, and build a league of their own for their club, friends or family.

A long list of golf pros and celebrities have already taken part in the Pressure Putt Challenge including Niall Horan, Jamie Carragher, AP McCoy and Dan Walker.

American Golf is now inviting others to join in, test their skill, or have a go at golf for the first time.

The campaign includes a how-to video showing how to make a ‘Home in One’ green, a digital leaderboard and a high impact launch film that will be seeded across multiple channels using social media, influencers, email and PR.

Conrad Edkins, Marketing Director for American Golf, said “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.

“Thanks to our friends at Titleist the challenge will offer spot rewards to all players each week, including top Ladies and Junior entrant, with a national ‘Home in One’ champion crowned at the end of the five weeks.”

Commenting, Jon Butler, MD for Big Brand Ideas said: “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.

“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.”

The ‘Home in One’ challenge is live now and can be played via homeinone.americangolf.co.uk.

Brands can also access Big Brand Ideas’ latest research report ‘Navigating a new world, turning upheaval into opportunity’, here.

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