TopGolf and MediaHub see success with emotion targeting

Topgolf recently elevated its media buying strategy by focusing on emotional ad targeting. Teaming up with IPG’s Mediahub and neuromarketing company GlassView, the brand aimed to replicate the joy customers feel when playing a round of Topgolf. By leveraging brainwave data collected from participants using Cogwear’s tech-infused headbands, Topgolf optimized its ads for maximum emotional impact, particularly targeting feelings of joy. This real-time emotional tracking helped Mediahub strategically place ads during moments when viewers were most likely to experience similar emotions, like connected TV shows, sporting events, and even digital billboards in video games.

The initial testing at a Topgolf location in New Jersey revealed a significant 180% increase in joy among participants, along with other emotional states like relaxation and collaboration. Based on these insights, ads were deployed on connected TV during prime time and placed in content genres like sports, food, and music. These contexts aligned well with the joy-driven experience of Topgolf. The campaign saw further optimization as GlassView tracked media in real-time, adjusting placement based on prime time viewership and ad frequency, ensuring the joy metrics remained high throughout the campaign.

The results were impressive—Topgolf saw a 193% increase in engagement and a 13% lift in brand favorability compared to their typical campaigns. Specific ad spots, like the 15-second “Better Days,” boosted joy by 38% above the campaign average. These findings have since influenced Topgolf’s media strategy for major events like the 2024 Summer Olympics and soccer tournaments. This emotionally charged approach not only amplified engagement but also solidified Topgolf’s connection with its audience in new, data-driven ways.