We Few helped create an immersive experience to celebrate Golf's greatest tournament
To support the European Tour in their effort to extend the reach of the Ryder Cup 2014, the We Few team helped provide a Fan Village for those in Edinburgh for the event.
St Andrew Sq., Edinburgh is a historic space in a city famous for it's rich golfing heritage and adjacent to the arterial rail links to and from Gleneagles. With an average footfall of 10,000 people per day and local head offices for the main Ryder Cup partners, the venue provided a good opportunity for brands to engage both a consumer and business audience.
The 4 brands involved were Ernst & Young (EY), Standard Life Investments (SLI), Visit Scotland and Sky Sports. Each had a quarter of the overall structure created.
Sky Sports provided a live feed of all Ryder Cup action to a 5m x 3m screen in a covered viewing area.
EY asked us to create a team-based challenge. Our answer was to create an aggregated drive in which everyone’s score was added together in an effort to drive the ball from Gleneagles to Wentworth (the home of the Ryder Cup).
SLI asked for a satellite version of the Ryder Cup Experience created for them at Gleneagles to feature. To give fans a taste of what it’s like to play the 18th hole at Gleneagles we recreated the Tee and Approach shots. All scores recorded at St. Andrew Sq. were shared real-time over our network to create a live leaderboard.
Visit Scotland needed an interactive way of inspiring tourists about the golf courses of Scotland. As a response, we created a selection of the courses in miniature, featuring famous landmarks and information about each.
The activity successfully broadened the appeal of the Ryder Cup and helped those not lucky enough to attend to feel part of it. Also, the brands present were able to leverage their sponsorship of the tournament further to get better value from their initial investment.