"Summer of Play"
with Topgolf

background

Topgolf's "Summer of Play" campaign was all about bringing laughs and good vibes to their social media feeds. We introduced two new mascots, Birdie Baker and Chaz Mulligan, professional Topgolf commentators with a knack for comedy. The mission? Create funny, self-aware content that people would actually want to watch and share.

goal

The primary goal was to craft entertaining and relatable content that wouldn't feel like overt advertising. Instead, it aimed to make viewers genuinely enjoy and share the videos, driving organic reach and enhancing brand affinity.

process

Character Development & World Building
The success of Birdie and Chaz hinged on creating deep, multi-dimensional characters that audiences would love. This required a meticulous approach to character development and world-building. I began with a deep dive into their personalities, quirks, and backstories.

Deep Social Listening
Understanding what the Topgolf audience already connected with was crucial. Through deep social listening, we identified themes and content types that resonated with our audience. We focused on creating content that was funny and self-aware without coming off as trying too hard.

Topgolf's audience appreciates humor that is relevant to their experiences, especially when it involves playful jabs at golf culture and the Topgolf experience itself. We discovered that they enjoyed content that was light-hearted, relatable, and acknowledged the inherent quirks of golf and Topgolf.

Content Creation and Execution
With these insights, we developed several series concepts that leveraged Birdie and Chaz's personalities while being mindful of the puppets' physical restrictions (no legs, guys). One standout series was "By the Bay," an SNL-inspired show where Birdie and Chaz humorously critique players and the Topgolf experience. This series allowed for dynamic interactions and witty banter, keeping viewers entertained and engaged.

Other content segments included: 
"Most Googled": Birdie and Chaz tackle the internet's most searched questions about Topgolf. Their witty banter and humorous takes on these frequently asked questions provide both information and laughs.
"A Little Birdie Told Me": A series where Birdie and Chaz read wacky and weird tweets about Topgolf (while sharing their own witty commentary).
I wrote over a dozen original scripts, each ranging from 1 to 5 minutes long, to support the campaign. These scripts were carefully crafted to showcase Birdie and Chaz’s unique chemistry and humor while keeping the content fresh and engaging. The variety in script length and content ensured that we could adapt to different social media platforms and audience preferences.

impact & reception

The "Summer of Play" campaign was a resounding success. The deep character development and world-building paid off, as Birdie and Chaz quickly became fan favorites. Their humorous, self-aware content resonated with the audience, leading to increased engagement and positive feedback across Topgolf's social media platforms.

One of the campaign's significant achievements was maintaining continuity between paid social and organic social content without losing authenticity. By seamlessly integrating the personas of Birdie and Chaz across both paid advertisements and organic posts, we ensured a consistent brand voice and experience for our audience. This cohesion helped reinforce the genuine, relatable humor and personality-driven content that audiences had come to love.

Audiences appreciated the genuine, relatable humor and the effort put into making Birdie and Chaz feel like real personalities. The campaign not only boosted Topgolf's social media presence but also reinforced the brand's image as a fun, inclusive destination for all. The careful balance between promotional and organic content highlighted Topgolf's commitment to authentic engagement, which further strengthened the bond with their audience.