THE CHALLENGE

Put a unique spotlight on the PLAYERS Championship, delivering unique content to fans, and integrating a key sponsor in a seamless way.

THE INSIGHT

A favorite among fans of all ages, Rickie Fowler was coming off a dramatic victory at the PLAYERS.

THE IDEA & EXECUTION

Weave together a mix of media from Fowler’s victory and lead-up to it, immersing audiences in his life, the ups and downs of the tournament, and the winning moment.

It was delivered through the TOUR’s first ever immersive, longform story, appearing on PGATOUR.COM in a format crafted for mobile and desktop platforms. A unique parallax video was employed with ambient videos throughout the story, meant to draw audiences into the narrative. A timeline feature was also included, bringing motion to the story and grounding readers in the final round of the tournament.

A co-branded sponsor, Farmers Insurance, was integrated in the story. Parallax ads were used to ensure the brand fit seamlessly into the storytelling throughout the piece.

RESULTS

This first-ever storytelling innovation for the PGA TOUR helped prove that this style of media could work for audiences and sponsors. This led to the creation of subsequent longform stories on key topics. Fan feedback on the story was strong both in social media chatter and in a survey conducted off the page, where 96 percent of respondents gave it a four or five-star rating.

My Role: Digital Strategy, Content Direction, Sponsor Integration