title. pga tour (digital) - live client, WINNING PITCH

description. mobile app & fan experience

my role. project management\ primary research: interviews & surveys\ consumer research\ strategy development\ video creation\ presentation design

team. zak vono (xd), tobi oluwo (xd), katie paxton (ad), mitchell moss (cw), ryan conner (cbm)

ask.

Enhance the PGA Tour fan experience during tournaments in order to drive downloads of the mobile application. Capture attendee data during PGA Tour events to better report sponsor value and deliver more targeted customer experiences.

problem.

The PGA Tour is only able to identify two percent of its ticket purchasing attendees and the sponsors focused app lacks the utility needed to drive interest/engagement with younger audiences at events.

opportunity.

Find the win-win for fans and sponsors. Capitalize on latent interest for golf among younger audiences by creating touch points within the community and at PGA Tour events that will grow fan interaction and drive data collection.

A golf tournament is unlike any other major sporting event. You're not confined to a stadium or an arena, there’s no single focal point, no assigned seats, no predictable crowd flows.

vs.

Golf tournaments are more 

like exploring a new city.

Just like visiting a new city, golf events are better if you can go with somebody who’s been there before. Someone who knows all the ins-and-outs — the best sight-lines, pathways, food spots and rest areas.

This approach is no different for the golf pro. Contrary to popular belief, golf is a team sport. The caddie and the golfer are a team, attacking the course together. 

Just as a caddie enhances the golfer's game, we wanted to provide PGA Tour fans with a companion that would bolster their "fan game" — a guide that gives the fans the confidence and support to become better, more engaged fans.

Introducing

MyCaddie is a service concept which allows PGA Tour tournament attendees to optimize and personalize their fan experience. MyCaddie is the umbrella under which both the digital and the physical experience would come to life.

the fan journey.

New, casual fans arrive at their first PGA Tour tournament event excited, but also confused and disoriented. With little knowledge of how to navigate the grounds, the new fan feels dejected. Who is going to be there to guide them? MyCaddie will assist every step of the way. MyCaddie can even help fans, new and old, better prepare for their tournament experience

before the tournament.

welcome packet.

RFID Mailer\  Customers who purchase their tickets directly through the PGA are automatically registered for MyCaddie, and sent this welcome kit containing their RFID wrist band, a map of the event, sunscreen, sunglass holders, and any other collateral the PGA Tour or its charitable partners want to share.

The first 100 sign-ups will receive this RFID visor instead of the band.

RFID Band Activation\  MyCaddie will live in its own section of the existing PGA Tour app. The band activation will be featured within ticketing. Directions provided inside the welcome packet will prompt customers to link their credit card to their RFID band for expedited purchasing.

community activation.

MyCaddie Hype Wagon\  A PGA Tour branded trailer will acts as our catalyst to spark excitement about the upcoming event. The MyCaddie hype wagon will head into markets ahead of PGA Tour events, setting up in metro areas, at festivals or farmers markets, anywhere our audience is going to naturally congregate.

Fans have the opportunity to register their tickets with our brand ambassadors and get their MyCaddie wristbands, but also hang out, listen to live music and try out sponsor products with the golf simulator,

 

This is a year-round asset deployable to get people excited about coming tours, sell tickets, or assist at sponsor or charity events.

arrival\ during the tournament.

event signage.

Event signage and brand ambassadors promote the perks of the MyCaddie service to attendees and provide an opportunity for conversion.

kiosks.

MyCaddie Oasis\  Being on your phone during any event can really take you out of the moment. We created MyCaddie Oasis to give attendees a reprieve from their mobile devices. Placed at different locations throughout the golf course, the Oasis screens are activated with a tap of the RFID band. Screens will display all current user interactions.

wayfinding.

MyCaddie adds new wayfinding options to the PGA Tour app.

A dynamic heatmap, fed by data from other app users, shows live crowds as they form, allowing users to decide if they want to avoid the rush, or chase the excitement.

Sightlines further allow users to plan their movement, showing viewing angles they may have missed.

food delivery.

MyCaddie Food Locker\  The spread-out nature of golf events creates natural pain points over basic human needs, especially food. For a small fee, orders are delivered to the lockers via scooter, and the customer is notified to come pick it up by tapping their RFID band to the locker.

 

Each food locker is named for a famous pro caddie, not just to delight fans, but to assist in location for delivery personnel and customers.

after the tournament.

moment 1.

Personalized Recap\  Our user had a great time at the event, but we don’t want our relationship to end there.

 

When they leave, they’ll get this scorecard email. Because we have data on how they enjoyed the event, we know what they are likely to have missed, and offer it to them in a recap.

moment 2.

Gamification\  Amazon’s GameOn API adds a layer of prizing and gamification to the app. Each swipe of the wrist band, each purchase or hole visited, puts the user into tiers of sponsored prize packages.

GameOn allows the PGA Tour to offload prizing infrastructure to Amazon’s network, shipping items right from their distribution centers.

julian grimes  \\  strategist   .   julian.grimes7@gmail.com   .   423.255.9169   .   @purposeofend