Jovenville July Fore Interactive Event Invitation

Each Independence Day, Orange County creative agency Jovenville hosts July Fore!, an informal golf competition meant to show camaraderie and appreciation for existing clients and act as a sales tool for potential clients.

The 2015 July Fore! Invite was centered on a secret agent theme, encouraging recipients to get in touch with their inner James Bond. The agency began teasing the campaign on Instagram a week before the first direct mail drop, posting a mysterious black and white image that hid clues that would be later referenced in the direct mailer.

Clients were sent what looked like a spy dossier with official documents, mystery challenges (a secret code hidden within the document, clues physically hidden within the mailer itself, and also on the signup website). It also included a passport that featured the recipient’s picture and other details that were captured from LinkedIn and executed using variable printing techniques. The package served to facilitate (and reward) different levels of engagement: some people simply wanted to look at the piece and sign up for the tournament, while others embraced the challenge and went through different rounds of mystery solving and payoff.