The Challenge
Make FootGolf a more popular sport.
A LITTLE BACKGROUND
FootGolf is a precision sport, a combination of the popular sports of soccer and golf, being more closely related to golf. A player kicks a regulation #5 soccer ball on the fairway of a golf course into a 52-centimeter cup in as few shots as possible. According to the American FootGolf League (AFGL), the vision is to “Grow the sport of FootGolf from its base, focusing on the youth, recreational and amateur aspects of the sport while making FootGolf a massive and popular sport that is accessible to all.”
THE SITUATION
FootGolf is a relatively low-maintenance sport. All you need is yourself, a soccer ball, and a hole in the ground, making it easy for anyone to enjoy. The issue is that not many people know about it.
BRAND TRUTH
FootGolf goes outside the norms of sports. While you can get super competitive, the goal really is to just have fun.
CONSUMER TRUTH
FootGolf's core audience is people looking to get together and have fun, not conquer a sport.
THE OPPORTUNITY
Use the atypical nature of FootGolf to the sport’s advantage and promote a “FootGolf lifestyle” that encourages community through recreational fun.
STRATEGY
We set out to communicate:
It’s more about the laughs and less about the links.
It's more about spending time with the people you love, than the details of the game.
Focusing on families as the target audience of our awareness campaign.
COME KICK IT
Creating an inclusive brand experience
for sports lovers
1. Create excitement for FootGolf
Print, social, and Out of Home ads will be placed strategically to build awareness and spark interest in consumers to explore the sport. As consumers explore FootGolf, they will find courses near them to schedule a time to play.
SOCIAL
OOH
Saturday Night Live x FootGolf Skits
Harness the potential hilarity of newbies playing FootGolf by bringing in some widely-recognized comedians to show viewers how it’s done.
Skit #1: Honey, I Shrunk the Links
This could look like Wayne Szalinski (Rick Moranis) reprising his famous “Honey, I Shrunk the Kids” role, but he accidentally zaps all of the golf balls at a course and makes them the size of soccer balls, creating a new game that mimics FootGolf and
navigating golf course troubles.
Skit #2: Sunday Golf Takes a Turn
Expecting to play a nice round of golf, these characters get caught up in a game of FootGolf instead. Unaware of the rules of FootGolf, Kristen Wigg tries to hit a soccer ball with a golf club, Bill Murray tries to get rid of the pesky Caddyshack gopher with a soccer ball, and FootGolfers make fun of Keenan Thompson’s plaid beret.
The FootGolf Goof Cart
Create FootGolf golf cart decor to deck out carts on courses where the game is played.
The FootGolf Tee
Release a limited edition line of “FootGolf Tees” for online purchase.
2. Provide more ways for people to play FootGolf
The American FootGolf League will transform select parks and mini putt-putt spaces into FootGolf courses starting in Minneapolis where the sport since its creation gained great popularity. The local Lillihei Mini-Golf Course would be revived as a space solely for FootGolf.
PROJECT TYPE
Team Project
THE TEAM
MY ROLE
Secondary Research
Strategy development
Concepting
Deck design