Welcome to the
future of golf
DELL TRANSFORMED DOWNTOWN AUSTIN, TEXAS INTO A 9-HOLE GOLF COURSE—PLAYED IN STREET VIEW AND DESIGNED WITH THE HELP OF SOCIAL DATA.
Players teed off and explored the best of downtown Austin, based on real-time Foursquare recommendations. Austin’s most popular cafes, restaurants and landmarks became fairways, hazards and greens. The teaser video featuring Golf Channel host Matt Ginella kicked off an online and social media campaign.
THE DELL PLAY THROUGH™ APP WAS DESIGNED FOR DEDICATED GOLFERS AND NON-GOLFERS ALIKE. IT INVITED PLAYERS TO EXPLORE A CITY THROUGH THE INTERSECTION OF GOLF, SMARTPHONE TECHNOLOGY AND DYNAMIC SOCIAL DATA.
Golf Channel host Matt Ginella designed the 9-hole Austin Open course. We partnered with Foursquare to show members’ favorite local venues in real time. This curated data allowed players to tour downtown Austin in a completely new way.
Using the smartphone’s gyroscope and accelerometer, they could physically swing their phone to play. Using GPS, they could hit a drive from their current location. Dell Play Through launched at South by Southwest was featured at the Dell Match Play Championships in Austin. In just a few weeks, urban golfers had hit 114,000 virtual tee shots through the Austin streets.
