BMW and Diageo head to the Ryder Cup with TRO

The BMW activation will let guests race in miniature cars
The BMW activation will let guests race in miniature cars

Experiential agency TRO has created immersive experiences for automotive brand BMW and drinks company Diageo at the 2014 Ryder Cup in Gleneagles, Scotland, which starts tomorrow (26 September).

Following a competitive pitch, TRO was contracted to produce an experience that celebrates BMW’s role as official car partner of the golf tournament. Its activations feature the BMW Lounge, which is located on the 10th green, a courtesy car service and an interactive racing experience in the Ryder Cup Village.

This will give guests a chance to continue the Europe versus the US theme by picking a player and racing around the track in mini BMWs to compete for the fastest time. The experience will be photographed, with all photos displayed on large screens and on Twitter with the hashtag #DriveYourTeam.

Guests will also be able to take a physical photo home in a Ryder Cup-branded wallet, and the first 250 fans to show their tweet to brand ambassadors will receive a branded box of Titleist golf balls.

For Diageo, TRO has designed and built the Striding Man Bar in the Ryder Cup Village, which will serve Johnnie Walker whisky, the tournament’s official drinks partner 

Sian Bates, client services director at TRO, said: "We are delighted to support BMW and Diageo with the delivery of their brand activations at this year’s prestigious Ryder Cup. TRO has worked with BMW for over 20 years and was responsible for delivering its 2010 Ryder Cup brand experience at Celtic Manor.

"We also have worked with Diageo for more than 10 years, and have delivered a number of exciting brand activations for Johnnie Walker in recent years. We are proud to be connecting two iconic brands with golfing fans this week."

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