LGPA's Immersive Virtual and Experiential Installation Spotlight's Pressures of Female Golfers

Accenture Song, the world’s largest tech-powered creative group that’s part of Accenture, is partnering with the LPGA to bring a powerful virtual web experience of what it’s like to get inside the head of professional female golfers to Tribeca X 2023 called ‘IN HER HEAD.’ The virtual web experience was created in conjunction with the LPGA, their top athletes, and a team of which 50% of leadership self-identified as female. 

To raise awareness for the unique challenges faced by LPGA athletes, Accenture Song created ‘IN HER HEAD,’ an immersive virtual and experiential installation that debuted at The Chevron Championship in April, the first women’s golf major of the season. Based on 60+ interviews of pro female golfers, the experience puts fans in the shoes of these extraordinary athletes, reframing the mental and physical barriers these elite female athletes overcome every time they step on the course. 

Under the banner ‘Putt Like a Lady,’ we invited unsuspecting tournament spectators to beat the high scores of the best female golfers in a virtual putting challenge.

But what first seemed like a standard corporate VR game was anything but.

Once the user began to play, Accenture subverted the experience. A virtual twin of the tournament’s 16th hole quickly distorts into a simulation of the conscious competitive pressures and subconscious financial and mental health pressures imposed on LPGA tour athletes every time they pick up a club. Accenture Song's installation challenged ordinary LPGA spectators to 'putt like a lady,' now with a whole new meaning.

Now, audiences can get a taste of the experience through a virtual web experience at Tribeca X 2023, where it is an official selection of the Tribeca X Award along with creators and brands that share a love of connecting audiences through storytelling.

Audiences can experience the ‘IN HER HEAD’ virtual web experience at Tribeca X 2023 in New York City. More details can also be found here. 

“Empathy is one of the strongest ways to help change someone's point of view. For this project it wasn't enough to tell people that the pressures unique to female athletes are insane...we needed them to feel it. Immersive experiences are cool, but this one was an incredibly effective way to tell this story,” said Jason Kreher, chief creative officer, brand for North America, Accenture Song.

“Those who joined this thinking they could beat some of the best female athletes in the world were visibly less confident when walking out. It was moving to feel the tone shift as people walked in, thinking it was a fun game, only to emerge with their minds changed,” added Sollin Sæle, creative, Accenture Song. 

“The ’In Her Head’ experience was a triumphant and innovative success that showcased the constant and daily challenges in the world of professional women golfers, in front of an active audience at one of the LPGA Tour’s most prestigious major championships,” said Brian Carroll, the LPGA’s EVP of global media distribution and partnerships. “The immersive activation was one-of-a-kind in launching our partnership with Accenture, and we hope spectators walked away with a newfound perspective as it pertains to the trials and tribulations in succeeding in the highest levels of sport.”