Technology has always been dynamic yet overwhelming. Sometimes, you can’t figure it out while other times, you can’t seem to figure out how to live without it. Dell, as a computer technology company, has always been working to increase its leadership in the Information Technology industry and has managed to create a user-friendly interface which engages the audience into more technological and innovative ways.
During the PGA Match play tournament in 2016, Dell tried to establish a deep connection between technology and golf through the means of a mobile gaming application. The innovative Play Through app is the one of a kind, a predecessor in the mobile experience that basically changed the Austin Match, Texas into a virtual golf course.
By the medium of mobile experience, a lasting and strong connection was built between technology, golf and Dell. The target audience of Dell for this initiative were business leaders who were going to be present at the PGA tournament in Austin, Texas. Dell targeted the senior business executives as they are high-value and influence the purchase decisions in the field of technology.
Since the business executives had a knack of being targeted for the marketing schemes, Dell knew that it had to come up with something different. A mere advertising would not have been sufficient for Dell. So it came up with the idea of using golf. Golf has been one of the world’s oldest sports in which the cultural heritage has remained same throughout the years.
Golf is all about precision- mere fractions and centimetres can change the course of the field. Wind speed, the height of the player, distance from the hole, position, stance etc are just a few variables which help in sinking the putt. The data analysis was difficult for making the mobile app. But Dell worked hard and managed to produce the game ‘Dell Play Through App’ which helped in transforming the course of the professional golf course and brought it into people’s phones.
Golf channel host, Matt Ginella got into a partnership with Dell for designing the golf course throughout the streets of Austin. Dell employed word-of-mouth publicity and asked people to play the game. People came pouring in to play the tournament. Dell managed to even earn millions of media impressions owing to strong media coverage.
Dell managed to get a hike of over 33 percent over its target and managed to be seen as a leader in the Information Technology industry.