2017 U.S. Open and FOX Sports - Kirsten Timmer...What’s the Incentive? Aired live during U.S. Open...
Transcript of 2017 U.S. Open and FOX Sports - Kirsten Timmer...What’s the Incentive? Aired live during U.S. Open...
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2017 U.S. Open and FOX SportsMeegan Johnston, Kirsten Timmer, Madison Bruchsaler,
Thibault Daignez, Frank Berce
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12 MMillennials interested in playing golf
National Golf Association 2015
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Target Audience: Millennials Prefer a social and relaxed environment
Want to have an experience
Tech-savvy
Heavy social media users
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Overall Objective 1:Increase millennial viewership by 5%
● 18.9% Decrease in viewership from 2015 to 2016
● Young audience presents opportunity
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Overall Objective 2:Increase FOX Sports social media presence
● Younger audiences rely on social media for information
● Website clicks will be reviewed to track success
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#FOXinthehole
A video submission contest asking sports fans
to record an original video of themselves
making a hole in one trick shot
Goal: 1,000 submissions
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Video Submission Example
https://www.youtube.com/watch?v=bub6Ko3
oFcg
From TheChemBrosTrickShots Youtube page
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Promoting #FOXinthehole
Through FOX Sports & FS1 social media
accounts boasting millions of followers
combined
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Social Media
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What’s the Incentive?
Aired live during U.S. Open
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Topgolf Viewing Parties
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Why Topgolf?
Unique golf experience in a party atmosphere
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Why Topgolf?53% of visitors are of the 18 to 34-year-old
demographic
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Why Topgolf?Multiple locations throughout the United States
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Promotion Specifics
• Our goal is 150 persons / Topgolf (300 max)
• FOX Sports and USGA give-aways
• Food discounts for every eagle
• Each location will have an Erin Hills backdrop
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• Two months prior to the U.S. Open, an email
announcement will be sent
• 2.2 million Topgolf email subscribers
Promotion Specifics
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Social Media
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Website Announcement
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• To create a memorable experience that will
generate excitement for the U.S. Open.
• To generate interest in viewing the U.S. Open
Main Goals
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#FOXinthehole