Program Branding: PinPoint Challenge™
The PinPoint Challenge™ precisely locates a golf ball by using the GPS and compass on a phone, with the distance captured by a rangefinder.
Summary
Using low-cost, accessible technology, the PinPoint Challenge™ precisely locates a golf ball by using the GPS and compass on a phone, with the distance captured by a rangefinder. This delivers a digital version of the traditional "closest to the pin" competition, removing the need for a measuring tape.
Objective
Our main goal was to shape brand strategy and define the positioning territory. Like with any branding project, we began by analyzing competitor brands, surveying golfers and professionals, and evaluating the app's core capabilities and value propositions to ensure the brand works online and off.
Solution
We provided multiple logo and name options for internal stakeholders to select from. Once finalized, we built out the branding, including the color palette, typography, iconography, and graphic styles. The brand is also prominent digitally; golfers can follow the competition throughout an event and view the results on a map in a clean data visualization that brings a whole new dimension to the experience. This includes real-time leaderboards and maps, all while capturing analytics.
Results
This collaborative, research-based approach resulted in a differentiated, memorable brand, one with tailored messaging to provide a focused platform for the app to engage golfers in a fresh way. A targeted social media campaign, using a combination of a shorter version of the video and bespoke graphics, drove users to the Sports Experiences landing page. The campaign garnered 1.7 million impressions, while the landing page received over 5,000 clicks.
