Global sports entertainment company Topgolf has enlisted musician Charles Kelley of Lady Antebellum for a video series.
Kelley will host an eight-episode show called “The Hook" that features celebrity guests such as Darius Rucker, Kaitlyn Bristowe and Shawn Booth from "The Bachelorette,” Hope Solo and the other members of his music group.
"The Hook" will have a variety show feel, featuring Kelley's celebrity friends and family, music as well as a little friendly golf competition. The episodes will air on Thursdays throughout June and September on Topgolf.com. "The Hook" is produced by INE Entertainment, and the deal was brokered by Creative Artists Agency.
Topgolf locations, which are nationwide, feature golf simulation paired with a bar and grill. The company is opening a flagship sports entertainment venue in Nashville this fall. The three-level venue features point-scoring golf games using microchipped balls that instantly score themselves, showing players the accuracy and distance of their shots on a TV screen in their hitting bay.
“The Hook” reflects the Topgolf experience perfectly, says Topgolf Chief Marketing Officer Brian Radics.
“Topgolf has an entirely new division of the company devoted to building the brand largely through digital entertainment, called Topgolf Media,” Radics tells Marketing Daily. “We are excited to capture the essence of the Topgolf experience, starting with Charles, who is such a relatable, humorous character. This show is just the start of our foray into creating unique digital content with the people who love Topgolf.”
Topgolf has become popular among celebrities and their fans, Radics says.
“It’s a place where you can just let loose because you’re immersed in the experience and social environment,” he says. “When an opportunity came up to put the camera on Charles with this series, we thought it would really resonate with our fans because it gives an authentic look into what it’s like to hang out on tour while reflecting the true spirit found at Topgolf.”
Topgolf has collaborated with celebrities on charity events, visits, videos and social content, but this is the first time the company has ventured into an original video series.
“This goes beyond a brief celebrity interview — you feel like you get to know Charles, in the same way you would relate to a character from another favorite original program,” Radics says.
The collaboration will increase brand awareness with country music fans, Nashville residents and visitors, and celebrities, he says.
“It’s an opportunity to engage our fans outside the venues and provide real, original entertainment in the spirit of Topgolf,” Radics says. “Charles and Lady Antebellum are huge names in Nashville and in mainstream pop culture. As we get ready to open our flagship venue in Nashville later this year, we’re looking for fresh ways to build on our own brand recognition and attract music fans across the country to Topgolf.”