Golf fans experience more than just a “hole in one” at The Open.
What do golfers like more than anything?
Judging by the 3,000 spectators who have already participated in HSBC’s experiential area at The Open, we’re going to say “a challenge”. One of the main attractions is a recreation of the infamous St Andrews Road Hole bunker where eager fans can have a go at splashing, digging or thwacking the ball back onto the green. There are a host of activities in the HSBC area that allow the spectator to immerse themselves in the history of the game using “information pods” and iPads. They can also experience the present by attempting the bunker and toy with the future through virtual simulations which analyse their swing. An all round experience! This experiential offering is working so well that a third of spectators on Wednesday lined up to have a go including big names such as Colin Montgomerie.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.