Ally’s Sponsorship of the USGA

Ally, a proud sponsor of the U.S. Open and U.S. Women’s Open, was looking to make a bold statement onsite—something fun, interactive, and true to its brand. To help bring this vision to life, Ally turned to their agency partner, MKTG, who then brought in Bluewater to lead the creative development and technical execution.

Together, the goal was clear: build a fan experience that would stand out from the crowd, encourage participation, and deliver measurable results.

Major tournaments like the USO and USWO offer prime exposure—but they also come with serious logistical challenges. Ally needed a solution that:

• Drew fans in with fun, approachable gameplay

• Reflected their brand values in every detail

• Captured leads and seamlessly integrated with their CRM

• Could be installed, maintained, and removed efficiently across multiple sites—each with difficult terrain, weather variables, and tight timelines

With MKTG overseeing the broader campaign and strategic vision, Bluewater stepped in as the experiential partner responsible for designing, producing, and managing the activation from concept to completion. Backed by a multidisciplinary team, Bluewater provided creative ideation, technology integration, fabrication, logistics, and onsite support to bring the PuttSkee experience to life.

The concept? PuttSkee—a golf-inspired twist on classic arcade Skee-Ball. Built for all ages and skill levels, the game fused playful competition with next-level technology to create a fan-favorite destination within the tournament footprint.

One of the defining aspects of this project was Bluewater’s ability to take the idea of PuttSkee from a rough concept to a fully realized, show-ready experience. Early in the process, our team created detailed 3D renderings of the activation layout—complete with gameplay elements, branding, and spatial planning—to help the client visualize exactly how the experience would come to life onsite.

These mock-ups became the foundation for everything that followed, aligning all stakeholders and ensuring every detail—from LED wall placement to branded stanchions—was purpose-built and intentional. The final install mirrored the original renderings almost exactly, showcasing Bluewater’s ability to execute immersive concepts with precision and consistency.

Bluewater developed the full concept of PuttSkee, designing it specifically for Ally’s brand and audience. At the heart of the experience was a custom-built gameplay engine powered by four motion capture cameras that tracked golf ball movement across multiple putting lanes. Each play-through featured creative animations and custom sound design to enhance player engagement, while digital leaderboards and sleek freestanding LED displays added a high-tech, competitive edge.

To support the game environment, Bluewater handled complete layout and footprint planning. This included detailed 2D graphic layouts, as well as branded design elements across truss structures, stanchions, instructional toppers, and signage. The environment was rounded out with furniture, registration counters, and weather-protected elements that made the activation feel polished and professional in any condition.

For data capture and CRM integration, Bluewater designed a lead generation process that allowed fans to register through interactive tablets on-site. The system was integrated directly with Ally’s CRM via a custom API, enabling real-time data flow and allowing for seamless follow-up and reporting after each event.

The activation also featured a large LED wall displaying animated content, freestanding LED displays, and an array of custom rental equipment—including truss tickers, putting lanes, branded balls and putters, iPosters with looping content, and weather-resistant registration setups—all of which worked together to bring the full experience to life.

Bluewater’s support extended well beyond design and production. Their team was on-site to manage installation, operation, and teardown at both the 2024 and 2025 U.S. Open and U.S. Women’s Open. These high-profile tournaments presented unique logistical challenges, but Bluewater’s experienced crew ensured smooth execution—navigating difficult terrain, tight schedules, and unpredictable weather to deliver a flawless fan experience every time.

PuttSkee became a destination attraction at the USO and USWO events—bringing smiles, encouraging friendly competition, and delivering tangible brand impact for Ally. Fans lined up to play, interact, and take home the experience. Behind the scenes, the seamless lead-gen workflow provided real value to Ally’s team post-event.

Thanks to a scalable model and strategic planning, the activation is returning for year two—proof that the combination of creativity, AV integration, and technical precision doesn’t just deliver a moment…it builds a movement.