How can we leverage this partnership to attract a new wave of Gen Z viewers to the Masters, thereby creating a positive brand association with Bank of America?
The Ask:
The Insight:
Gen Z’s always online yet disconnected, making them one of the loneliest generations. The Masters’ no-phones rule pulls them into the moment, giving Bank of America a chance to bring back real human connection.
Art Director: Olivia Valcourt
No phones = Living in the moment
How Golf is the Bridge
The Campaign(s)
To build excitement for The Masters, we're transforming campuses nationwide—AugustaGreens Style.
On April 5th and 6th, take advantage of free financial guidance from Bank of America advisors, test your skills with a closest-to-the-pin challenge on a replica of Hole 12, and enjoy an Amen Corner mini golf course. Compete in a golf simulator re-creation of Bubba Watson's legendary 2012 Masters shot, and savor iconic Masters food at pre-inflation prices!
Transfer to the University where golf builds real connections.
Masters University
Want to play a round but you're driving solo?
Welcome to the upgraded golf sign-up sheet. We're revolutionizing how you find your golf buddy with Bumble BGF—connect with new people and book your tee time! For every match made, Bank of America will donate $1 to Play it Forward, supporting golf access in communities nationwide.
Experience the power of charitable, in-person connections.
Bumble Best Golf Friend (BGF)
Your Champions Dinner
Dine and donate like a champ!
The Masters honors past champions with an exclusive dinner the day before the tournament.
On the night before the Masters, hit up local restaurants and order their take on a "Champions Dinner." Bring 3 or more people for a 20% discount off your champs dinner.
BONUS: For every meal purchased, the restaurant will prepare and donate a second one to a local food shelter with a fixed cap.
Who said golf isn’t a team sport?
Hit up our Masters-themed Topgolf events featuring a thrilling game of Top-golf. Register online with up to 5 friends or ride solo—walk-ins will be matched with short-handed groups.
Only on April 12th, don't miss the most epic Masters watch party in cities near you!
BONUS: Bank of America will donate 20% of each ticket's proceeds to First Tee, a youth development organization supported by the Master’s Tournament Foundation, teaching life skills to empower people through golf.
Master(s) Top-Golf Bingo
We’re making social media social again…literally.
Take a break from social media with Masters Mode, designed to empower Gen Z to manage their digital habits and connect with others IRL.
We’ll strategically place eye-catching OOH ads with conversation starters in spots where in-person connections aren’t taken advantage of. Scan a QR code to unlock your social media apps for 2,5, or 8 hours.
BVONUS: Bank customers earn exclusive perks like discounts and rewards that accumulate as they spend more time offline.
