Building Brand Awareness
The first iteration of the Genesis Performance Lab saw its launch at the Streamsong Resort, where Genesis hosted its Genesis Invitational. It was a high-profile event—the culmination of a series of smaller golf tournaments—so the client team sought a striking experience that would be capable of appealing to an upscale, golf-minded audience. The project’s main objectives were twofold: to build awareness of the Genesis brand, and to create relevancy for guests to physically get in and experience a Genesis G90 car.
The original Genesis Performance Lab was comprised of a user pathway designed to personalize the experience for each participant, treating them as VIPs at every touchpoint. First, guests teed off in a special practice area, where a TrackMan launch monitor analyzed the metrics of their swings. Then, escorted by a PGA professional who would offer advice and insight, guests sat inside a Genesis G90 car to watch a cinematic recap of their swing statistics projected onto the windshield.
The ICON team delivered a fleet of solutions:
A cinematic recap of guests’ individual TrackMan statistics, projection mapped onto the windshield of a Genesis G90 which included custom animations and soundtrack.
A custom event landing page.
A series of tablet applications to drive the overall experience—from registering guests to controlling the recap animations.
A comprehensive software platform, developed in collaboration with TrackMan Golf, to utilize the statistics gathered via the TrackMan monitor.
A post-event email thanking guests and directing them to the GPL landing page to view and/or share their personal statistics.
In the two years since its initial launch, the Genesis Performance Lab has seen been adapted for deployment at various Genesis-sponsored golf events. For example, while the version at the Genesis Invitational was designed as a big draw to get people inside of the G90, later iterations have forgone the “car theater” entirely to focus more on tracking attendance and gauging guests’ interest in the Genesis brand. The Lab provides an excellent way for the client team to discover potential customers among tournament participants.