TopGolf is not your typical golf facility, but an innovative golf experience that combines friendly competition with great food and cocktails. Although golf has traditionally been popular with older crowds, and mini golf is popular amongst families, TopGolf was conceived as a way to make playing the game of golf more appealing to a young, lively crowd. TopGolf's marketing team relies on video to effectively convey its novel approach to those unfamiliar with the concept.
TopGolf now has seven sites across the world, with two new locations scheduled to open in Houston and Austin within the next six months. It all started twelve years ago with two brothers bored of the usual golf ranges. They realized if they introduced a scoring element based on how far the ball was going, they could transform a dull and solitary practice range into a fun, social hangout ideal for dates and group outings.
To this day, one of their biggest challenges is conveying the unique TopGolf experience to an audience accustomed to viewing golf as either an Old Boy’s sport or a kiddie game. Most people love TopGolf once they walk in the front door, but don't know what to expect before they get there. Director of Online Marketing Shaun Sinnott explains, "TopGolf is a difficult concept to explain in words, so video is a great medium to express what we are and how much fun you can have at the facility. Video allows us to let viewers experience the party atmosphere before coming out."
Shaun has his hands full, and vzaar is a welcome timesaver in his workflow. "We needed a platform that was simple to integrate into our website. I manage many of our web platforms and vzaar is by far the easiest to teach; usually can be done within 15 minutes."
TopGolf has very robust location specific pages on their website, and they find vzaar’s tagging tool particularly helpful in managing which video belongs to which location’s page. "vzaar's labeling structure makes integrating where videos go on our site a breeze," Shaun reports.
TopGolf was also one of the first companies to design their own Branded Video Pages, using a playful hi-res photo as a background image. Shaun will use the video pages on vzaar when they want to link directly to a specific video on social media sites and in emails.
TopGolf now works with a creative agency to produce fresh video content each quarter. They typically use a Canon 5D or 7D to shoot and Adobe Premiere Pro or Final Cut Pro to edit. The videos capture the high-energy, fun atmosphere at TopGolf, while creating awareness about their brand. For example, their "Fun Doesn't Hibernate" series, which features a bear skipping his usual hibernation routine to live it up at TopGolf, was created to promote the fact that their facilities are open all year long. “Guests love that we try to have fun with the videos,” said Shaun. "In regard to providing video content that is informative, engaging, and easy to use and share, we have greatly succeeded." Whatever direction their next campaign takes, you can be sure it will be almost as entertaining as a night out at TopGolf.
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