Y&R New York Lets You Golf the Streets of Austin with ‘Dell Play Through’

By Erik Oster 

Y&R New York created a mobile app for Dell, with some technical assistance from sister agency VML, designed to kick off the company’s sponsorship of the Match Play golf tournament, held March 23–27 in Austin.

“Dell Play Through” lets users play a round of golf using their mobile phones, but what sets it apart is the location of the course: downtown Austin. The nine-hole course allows players to explore the city, from the Texas State Capital to the Paramount Theater and Franklin BBQ. Utilizing a virtual street view, the course includes not just the city’s notable landmarks, but every building lining the course, with holes named things like “Keep Hole 5 Weird” and “Stay Classy, Austin.” Golf Channel travel and golf course expert Matt Ginella designed the course, which players can play either by swiping to shoot or swinging their phone. The app launched on both iPhone and Android on March 14, with a Foursquare partnership providing players with details and ratings about some of Austin’s locations, and a Facebook connection allowing players to share their scores and challenge friends. Check out the teaser video above for a look at the app in action.

Client: Dell
Elizabeth Matthews – Executive Director Corporate Brand
Bryan Jones – VP, North America Commercial Marketing
Juan Carlos Gama – Marketing Director
Eryn Logan – Marketing Director

Agency: Y&R
Leslie Sims – Chief Creative Office, Y&R
Christian Carl – Global Executive Creative Director, Y&R
Mike Spiegel – Creative Director / Copywriter, Y&R
Cynthia Wang – Creative Director / Art, Y&R
Hamish McArthur – Head of Design, Y&R
Jason Borzouyeh – Associate Design Director, Y&R


Greg Lotus – Executive Director of Integrated Production, Y&R
Catherine Patterson – Director of Interactive Activation, Y&R
Sam Cernichiari – Executive Integrated EP, Y&R
Brittany Hager – Assistant Producer, Y&R

Craig Elimeliah – Director Creative Technology, VML
Josh Wolf – Senior Development Engineer, VML

Account / Project Management
Diana Melton – Director of Marketing, Y&R
George Rainaldi – Assistant Account Executive, Y&R
Andrea Rey – Senior Project Manager, VML

Production Company: MediaMonks

Strategic partner: Foursquare
Justin Breton – Head of Marketing Partnerships, Foursquare
Kinjil Mathur – Chief Marketing Officer, Foursquare

Course Architect and Golf Pro: Matt Ginella