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Behind the Scenes: Our Social Media Strategy at the AT&T Pebble Beach Pro-Am
Earlier this month, our team headed out west to assist the AT&T Pebble Beach Pro-Am with all things content creation and social media. The longstanding PGA TOUR event was tabbed as one of eight ‘Signature Event’s’ on the schedule this year. Monterey Peninsula Foundation, who oversees the tournament, had our team on-site to run point for the tournament’s social media accounts.
With the tournament’s elevated status, we knew there would be bigger expectations and even more eyeballs on their official social media accounts. Our vision was to bring followers into the tournament grounds to see all the details that they otherwise wouldn’t be able to experience. From maintenance shots to fan reactions, we captured it all and brought our followers along from start to finish.
Early in the week, we focused on capturing drone aerial footage of Pebble Beach and Spyglass Hill, the two courses being used for the tournament. These beautiful shots were used alongside b-roll of wildlife, scenics, and more to create a series of reels that we posted across all social accounts. These reels performed extremely well and captivated our audience early in the week.
As the tournament began on Thursday, we shifted our attention to focus more on the fans and competition. Our team captured high quality imagery of players, fans, and volunteers to tell the story of the tournament from Thursday to Saturday. Collaborating on posts with other notable accounts like Pebble Beach Resorts, Golf on CBS, and Manolo was key to increasing our audience.
We capitalized on Wyndham Clark’s record breaking round of 60 in Saturday’s third round and captured imagery to keep fans up to date as bad weather rolled into the area. Adaptability is necessary in social media and that came to fruition once again when the tournament was shortened to a 54-hole finish because of the inclement weather.
While it wasn’t an ideal finish from a competition standpoint, our team was still able to shower Wyndham Clark with love and celebrate his victory properly. To end the tournament week content, we posted a reel that engaged fans on-site by asking them questions.
While on-site our main focus was telling the story of the tournament from all angles, but we always think about evergreen content to use on the accounts for the rest of the year. By keeping that in mind, we have plenty of imagery to use between now and next year’s tournament.
Overall, the week was a huge success and the analytics prove it!
The day we have all been waiting for..
Sun Day Red
It's so fitting that we send this edition of "Swing Thoughts" on Valentine's Day as we talk about THEE ONE who dons the color Red. Yes, Tiger Woods. He announced on Monday that he and TaylorMade will partner up to make the new lifestyle golf brand, "Sun Day Red".
The logo is LEGIT and has some great meaning to it. It is a stretched-out tiger with 15 stripes - one for each major championship he has won in his career. Starting with clothing, they will eventually release footwear as well. As 2/12/24 has come and gone, we now wait until 5/1 (shortly after The Masters) when they plan to launch in the US and Canada. See a few examples of the gear in the photos below.
You can also stay up to date on info at www.sundayred.com
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Swing Thoughts is a newsletter sent out on Wednesday mornings bi-weekly.
