Client: 3M
Event: 3M Open 2023
Activation: Fan Zone
Location: TPC Twin Cities, Minnesota
The Brief:
As title sponsors of the tournament on the PGA Tour, 3M wanted to provide fans with a unique experience that appealed to fans of all ages, backgrounds and abilities. The aim was to communicate the wide range of products 3M provide and their brand values through multiple interactive touch points.
The Process:
The team were excited for our debut at the event to deliver a Fan Zone that differed slightly from what we usually do! 3M provide thousands of products, where the aim was to promote specific products by imbedding them within the activations across the Fan Zone. With such specific design requirements, our design & production teams needed to build bespoke activations and fully customise some elements to go that extra mile to embrace the 3M brand!
The Result:
3M Fan Zone: The Fan Zone featured some of our most popular club in hand activations, accompanied with a range of epic digital experiences provided by 3M! We also produced the interior fit out within the Fan Zone and hospitality area using our sustainable walling system.
Long Putt: Replicating the challenging 18th hole at TPC Twin Cities with the intimidating water hazard, fans had three attempts to hole the putt.
Chipping Challenge: 2 bay skeeball chipping challenge, where fans had 60 seconds to score as many points as possible.
Impossible Putt: A tricky activation to master – as it says on the tin! Fans had to putt up a slope and judge the pace just right to allow the ball to fall into the hole.
Interior Fit Out: Using our sustainable walling system made of aluminium frames, our team fitted out the interior space in the Fan Zone and 3M hospitality area, finished off with bespoke branding.
Waterball Wall: Our team loved designing this one! We designed & built a ‘Waterball Wall’ where a dozen golf balls were donated to the charity First Tee for every ball that was hit into the water on the 18th – a unique and intriguing way to support charities!
Our activations within the 3M Fan Zone did a fantastic job in communicating key brand messages and promoting products, using physical interaction and engagement. Over 3,000 fans left the event with a greater understanding of the 3M brand, and most importantly sparked a relationship with those who previously would have been unaware of 3M. It’s all about creating those unforgettable experiences, where the 3M Fan Zone at this year’s tournament would certainly be hard to forget about!
