THE CHALLENGE

Drive awareness of the PGA TOUR’s FedExCup Playoffs among a new, younger generation of sports fans.

THE INSIGHT

Sports fans and audiences who gravitate toward big cultural moments are often participating through social media. For those on-site at a playoff event, it’s also a big moment to create content, generating FOMO.

THE IDEA & EXECUTION

Bring a first-of-its-kind vending machine to the TOUR’s four playoff locations. Powered by social media posts, specifically Twitter (now known as X), the machine gave fans a unique way to interact with the TOUR on-site.

Equipped with NFC technology, the machine traveled to each playoff event. Once on-site, fans could interact with the machine by responding to a question with a Tweet and a specific hashtag. The Tweet unlocked a prize from the machine, which ranged from an autographed pin flag to a ticket upgrade to a meet and greet with a player.

Throughout the playoffs, fans were excited to encounter the machine and the special prizes it unlocked. A few lucky fans were able to connect with some of their favorite players thanks to the experience, including Daniel Berger, Kevin Kisner, Brooks Koepka, Charley Hoffman, and Hunter Mahan. Those fans walked away with a lifelong memory, and of course, the social media posts and photos to prove to friends that it happened.

RESULTS

The program not only generated more than 11 million impressions through fan Tweets and major media exposure, but it also delivered on a broader PGA TOUR objective—Connecting a real-world, offline experience to the online world where it could reach more people and show the TOUR in a new light.

My role: Digital Strategy, Concept Development, Execution