Team One & Lexus turned to ASV to create an engaging, golf-centric activation to debut at their largest annual sports partnership, the U.S. Open and the U.S. Women’s Open. They requested ideas with a relatively quick through-put, while offering users a shareable digital asset that would connect to the NFC based registration system already in place. ASV proposed the Putt Analyzer, a projection mapping putting experience which was modeled after Tiger Woods’ famous 2008 putt that lead to him ultimately winning the U.S. Open.
ASV worked directly with the USGA to accurately create a 16’ foot putt that was slightly downhill and banked right to left, just like Tiger’s putt at Torrey Pines. Using 3 projectors, 2 computers, infrared cameras, a series of apps all talking to each other and some 3D software, we created a custom projection mapping experience that tracked the user’s ball in real time and compared it to the path Tiger’s ball would have likely taken by actually projecting the path on the green itself. A small piece of hardware on the club shaft collected putt data, and a hole-in-one resulted in a fun animation that played on the green while hearing a sound byte of the crowd roaring live from 2008.
The Putt Analyzer saw 37% more interactions at the U.S. Men’s Open and 77% more activations at the U.S. Women’s Open than any other activation in the Lexus sponsor tent, totaling over 13,000 interactions in total. Feedback from Lexus was that the Putt Analyzer is one of their most popular activations they’ve ever had in their 10 year partnership with the USGA and they immediately locked it in to use again at the 2016 & 2017 U.S. Opens.
