AMF | Save the Offsite

Oasis was tapped by AMF Bowling Centers to provide strategic and creative direction for their interactive initiatives. With 341 bowling centers in the United States, AMF is the world’s largest owner and operator of bowling centers. Working closely with AMF, the Oasis team conceptualized, designed and developed an online experience and supplemental brand identity to support their national group bowling events division.

A primary objective was to inject fun…raise awareness for cost efficient alternatives…drive sales for the department…Primarily a supporting concept to the BizBowl division of the AMF online family of sites, Oasis was able to steer the marketing and brand initiatives into a separate marketing identity to focus on the more lucrative and available target market of offsite office events and their participants.

At the center of this execution was strategy and video content creation acting as a viral catalyst creating a grass roots movement around shifting office team building offsite. The videos included off color bowling ‘dare shots’ which featured amateur bowlers bowling strikes in non-traditional locales such as downtown urban settings. These videos were complemented by the introduction of two personas who preached the message of offsite activities, their endangered status and the opportunity to take it to an AMF bowling alley.

Throughout the engagement with AMF, Oasis continued to generate creative and execute the development of timely messaging such as interactive holiday cards, targeted email messaging and calls to action on other AMF sites. Oasis furthered the reach of this execution by producing and executing an advertising campaign for the brand to increase exposure and site traffic.

Services Provided

• Discovery Phase
• Creative Concept and Execution
• Information Architecture
• Flash Front End Development
• .NET Back-end development
• Site Management
• YouTube Design & Integration
• Facebook Design & Integration
• Twitter Design & Integration
• Video Content Creation
• Static Content Generation
• Interactive Holiday Card Development

Project Results

• Launched a unique and separate online experience to support a division of AMF Bowling
• Integrated with top social services for a complete social experience for the user
• Received positive feedback from both client and targeted audience
• Increased online conversion rate for this division of AMF Bowling
• Delivered all executions on time and on budget