Developed in response to the 2020 US Open being played late in September at Winged Foot (NY) without any fans due to Covid-19 restrictions, USGA partner Deloitte teams across the globe collaborated to build an engaging, immersive AR app enabling the world’s golf fans to experience all 18 holes in near real-time 3D.
Territory: USA / Global
Agency: Deloitte Digital, New York
Objective
The United States Golf Association, the rights holder of the US Open, first teamed up with technology services partner Deloitte in 2014 and then extended the tie-up in 2016 and 2018 with the aim of growing the game and increasing strategic and sustainable engagement, inclusion and connection by leveraging digital technology.
Indeed, since the partnership began, Deloitte’s professional services and digital consultancy work with the USGA ran in parallel with its support for several USGA championships and initiatives – including programs celebrating volunteerism, promoting inclusion and innovation and empowering girls and young women in golf).
Ever since the partnership began, the USGA and Deloitte have constantly looked for fresh ways to help fans all across the world enjoy the Major golf tournament and this aim was particular important at the late running 2020 event as the 120th US Open was played between 17-20 September on the West Course at Winged Foot Golf Club in Mamaroneck (New York) without any fans attending in person due to Covid-19 restrictions.
The overall objective was to create what they jointly described as ‘lean in opportunities’ for fans to get closer to the action despite having to stay at home and watch.
Activation
The solution to the challenge saw a Deloitte team, working with the rights owner, create an innovative AR experience allowing at-home fans to immerse themselves in three dimensional, near real-time play to provide a deep engagement opportunities on all 18 holes of the course.
The immersive mobile/tablet app initiative – available at https://www2.deloitte.com/us/en/pages/about-deloitte/articles/usga-golf.html, as well as in the Apple App Store and Google Play Store – including features such as ‘Live Play, ‘Pick Your Player’ and ‘Find A Player’ to enable fans to create a personalised, bespoke US Open experience from the comfort of their own homes as Deloitte’s technology tracked and analysed each and every shot in near real time and then rendered them all in 3D with accompanying data so fans could follow their favourite players or holes.
Despite a reduced promotional and media budget due to the pandemic, the app was promoted through an integrated marketing campaign spearheaded by a national television ad.
Outcome
Deloitte’s US Open AR App was downloaded more than 75,000 times during the event and was the 13th most downloaded sports app of the year in the USA. The initiative also drove 100m total impressions, more than 7m engagements/actions
It also saw deloitte.com/usga webpage traffic triple during tournament broadcasts and drove a 15% year-on-year rise in the partner’s site engagements, as well as leading to a 62% webpage retention rate.
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