BMW - Ryder Cup #DriveYourTeam

The Ryder Cup is one of the true great sporting events. Based on prestige rather than prize money, the biennial event attracts worldwide media coverage. In 2006, BMW became the Official Partner of The Ryder Cup.



Famous among golf fans for their pop up villages, BMW were determined to deliver a unique experience on the 40th anniversary of the competition. Together with experiential marketing agency TRO, we helped bring their ideas to life.


We built a unique and memorable photo experience within the BMW Lounge. Against a Gleneagles green backdrop, guests were asked to select a flag representing their team via touchscreen. Their photo was then taken by our BMW branded ‘Watch The Birdie’ booth, and displayed on a 32inch touch screen monitor where they could then apply filters and share their photos via email & social media. All photos were uploaded with a pre-determined line of text, featuring BMW’s dedicated hashtag #DriveYourTeam.

Within the lounge, we also set up a 5 x 3 metre LED video wall, which used the booth images to create a mosaic of BMW and Ryder Cup shots. Across the top of the mosaic montage was a live Twitter feed, showing all #DriveYourTeam activity.

  • Live Photo Streaming
  • Branded Photo Prints
  • Social Sharing
  • Social Analytics


  • 2275 prints
  • 585 social shares
  • 2862 #DriveYourTeam tweets