How Topgolf Teed up a Product Launch with The Sure Thing Club [Video]

Topgolf doesn’t usually launch products, so when The Sure Thing club came about, the entertainment brand needed to take a big swing. Known for its tech-driven golf driving range game at more than 100 venues around the world, along with yummy bar food offerings and party packages, the brand stepped outside its comfort zone to host a buzzy launch experience with a cast of sponsors at its El Segundo, CA, location on July 31—creating a nightclub to launch the golf club.

At the entrance of “The Sure Thing Club,” the more than 1,000 attendees were met by a branded step-and-repeat to be photographed by fake paparazzi, vehicles on display from sponsor Honda, and an inflatable green tunnel guarded by a black-suited bouncer. Inside the tunnel was a green pedestal with the golf club featured in a rotating glass box—attendees’ first introduction to the new product.

In the venue’s patio area, the main event’s centerpiece was …