Dell: Play through
Open the game- Brand
- Dell
- Objective
- Brand image
- Industry
- Tech
- Platform
- Mobile web
- Agency
- Y&R
Objective
Dell launched a sponsorship of the World Golf Championships Match Play tournament in Austin (March 2016) and needed to drive engagement with the sporting event and the Dell brand through an interactive experience that would appeal to both golf enthusiasts and tech-savvy consumers.
Solution
Y&R New York created a mobile application for iOS and Android that transformed downtown Austin into a virtual nine-hole golf course. Players could tee off from anywhere in the U.S. using GPS technology, swinging their phones like real golf clubs to shoot at real Austin landmarks including the Texas State Capitol, Franklin BBQ, and Paramount Theater. The app featured Foursquare integration for venue details and Facebook integration for score sharing and friend challenges. The experience launched on March 14, 2016, debuting at South by Southwest festival.
Results
The campaign generated 2 million video views and accumulated 114,559 tee shots played. The app was recognized as FWA Mobile of the Day and entered in Y&R's Cannes submission.
