Standard Life Investments
Agencies Provision Events and We Few have created two experiences for the brand at Gleneagles as well as the event’s dedicated fan zone in Edinburgh city centre. The experience offers visitors the chance to be part of their own Ryder Cup team, with participants choosing either Team USA or Team Europe to play through the 18th hole at Gleneagles.
The activation starts in the team’s locker room where the Ryder Cup vice captains brief and inspire visitors. This is followed by a simulated 18th drive, approach shot to the green and finally a chance to sink a putt on a scale model of the 18th hole to win the Ryder Cup.
The Diageo-owned whisky brand has added touches around the golfing site to ensure consumers are connected with Johnnie Walker throughout the whole competition. Quirky, US- and European-themed Johnnie Walker statues have been created for the competition, situated at the Ryder Cup’s spectator village, as well as a Striding Man Bar, which has been developed by agency TRO.
The brand’s star attraction is a mini-golf and whisky experience developed by agency Love, situated near the second hole of the golf course. The Johnnie Walker Experience has already attracted the likes of former golfer Colin Montgomerie, who took part in a US versus Europe challenge with journalists.
Situated within the Ryder Cup’s spectators' village is BMW's main touchpoint with consumers, an interactive racing experience created by TRO, where participants can race mini BMWs around a track to compete for the fastest time. The experience will be photographed, with all photos displayed on large screens and on Twitter with the hashtag #DriveYourTeam.
The brand’s other activations at the Ryder Cup 2014 include the BMW Lounge, which is located on the tenth green, as well as a courtesy car service.
Find out more about the brand activations from this year's Ryder Cup tournament next week.Comment below to let us know what you think.
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