In pictures: RPM creates Ryder Cup putting experience for Sky Sports


Agency RPM was selected by TV channel Sky Sports to produce a golfing activation at the Ryder Cup, which took place last weekend (26-28 September) at Gleneagles, Scotland.

The experience featured a recreation of the final 18th hole of the famous course, giving fans the chance to knock the ball in under pressure with bespoke professional Odyssey putters.

The putting green, which was situated at the entrance of the Tented Village, was set against a huge curved panoramic image of the 18th hole. Historic footage of the Ryder Cup putts was shown and a compere engaged guests and created tension in the tent.

Winners were named on a leader board, with the best performers entered into a competition to win a Sky Sports package or a trip to Las Vegas for a putting masterclass with world-renowned coach Butch Harmon.

The activation also provided a platform for Sky to promote its Sky Go and Now TV offerings. Visitors were invited to the stand’s Genius Bar once that had experienced the 18th hole, where they could find out more about the network provider’s products.

The bar also featured a 4K screen, which broadcast the competition in high definition, and hosted a masterclass and Q&A session with Sky Sports’ presenters Mark Roe and David Howell. Social media content created by guests could be shared easily through radio-frequency identification technology.

Vanessa Woodard, promotional marketing controller at Sky, said: "We tasked RPM with creating an engaging brand experience that would showcase our golf heritage, our exclusive live coverage, as well as the ways in which you can watch Sky Sports wherever you are with Sky Go and Now TV. The activation was incredibly successful, with an experience that was both informative and interactive."

Dom Robertson, RPM’s managing director, added: "Having conceptualised and delivered Sky’s brand experience at the Goodwood Festival of Speed back in June, we know just how successful these campaigns are when it comes to demonstrating the huge value that innovations like Sky Go and Now TV can bring to consumers.

"The Ryder Cup is bursting with imaginative and engaging brand experiences so it can be hard to cut through the noise. But by creating an experience that was a perfect fit for fans, we managed to stand out and use the event as a very successful promotional platform."

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