Big Fang Collective
Taking Golf Fang to a hole new level.
Client
Big Fang Collective
Industry
Leisure & Hospitality
Services
AR
Immersive
Experiential
Golf Fang is the home of crazy golf meets urban street art culture from the brains behind Big Fang Collective. With five venues around the UK, it offers an experience like no other, blending crazy golf, cocktails, DJs and street food in incredible ‘sprayground’ environments designed by local artists. They approached us to take things to a hole new level with their first-ever interactive AR takeover for Christmas.
Deliver a crazy golf experience that would be on everyone’s lists this Christmas.
The main objective of the AR experience was to add a new element of fun to the game and provide guests with eye-catching photo opportunities to share on social. Our mission, then, was to create Instagrammable moments aplenty and instil FOMO among friends and family by delivering a crazy golf experience that would be on everyone’s lists, with the ultimate aim of driving new and repeat bookings over the festive season.
To make the experience engaging, it had to have a compelling narrative. In the not-too-distant future, robots rule the world and they’ve started opening up portals into the past to better understand humanity. These portals have begun appearing around the Golf Fang venues and offer us a glimpse into how the robots are celebrating Christmas in 2098. It’s Blade Runner meets Bad Santa, Westworld meets White Christmas.
We developed 3D characters and scenes that were very much in keeping with Golf Fang’s irreverent and rebellious style.
Working with this future of Christmas narrative, we developed a series of animated 3D characters and scenes to bring the story to life in a way that was very much in keeping with Golf Fang’s irreverent and rebellious style. We opted to utilise web AR functionality as this would enable guests to launch the AR on their phone browsers via QR codes rather than having to download an app, making the experience as easy as possible to take part in.
From a binge-drinking robot and pole-dancing cyborg stripper to a pimped-out sl-AI-gh, the CGI models we created fitted seamlessly into the venue’s design and surroundings, offering a mix of fixed AR filters using existing set pieces as triggers and repositionable filters for appropriate (or inappropriate) photo opportunities. Everything was designed and built in 8th Wall, the industry-leading platform for creating interactive web AR experiences.
It’s safe to say there’s a whole load of Golf Fang guests that won’t be on Santa’s nice list this year.
Each venue was briefed on the AR takeover rollout, with POS and promo material to go up around the site and instructions on how to encourage participation. This included a range of incentives for guests, such as a secret event cocktail that could only be accessed using a code made up of words unlocked in each of the AR filters and an ongoing competition to reward the most creative use of the filters on social.
The AR takeover was a huge success for Golf Fang, resulting in 6,460 QR code scans throughout the month of December 2021, an average of 208 scans a day and 6,050 unique scans. Golf Fang is now actively exploring how it can utilise AR and other immersive technology for seasonal campaigns in the future.