The X-Golf Challenge

OVERVIEW

X-Golf and PGA’s World-first indoor national golf tournament saw some of Australia’s leading male and female professional golfers and amateurs compete in an exciting 18-hole stroke play event played simultaneously across four capital cities. Leveraging the power of technology, we helped X-Golf provide a unique and pioneering way to stage the first-of-its-kind event.

Hosted by the GolfBarons, the participants played the coveted 18 holes at Metropolitan golf club – the home of the Masters Tournament. The inaugural event supported the charity Challenge and the work of #JarrodsGift who support families impacted by cancer. Golf heroes included Peter Lonard and rising stars Blake Windred and Steph Kiriacou, with the dramatic finish to have Jordan Zanic and Brett Rankin crowned as joint winners. Celebrity guests included AFL player Brad Johnson and NRL star Braith Anasta.

X-Golf is a global and pioneering leader in golf simulation technology. Their simulators are the most accurate and advanced in the world. X-Golf partnered with PGA of Australia and the virtual event was broadcasted live on PGA Facebook page.

OBJECTIVES

>> Run an event to engage and create brand awareness around X-Golf and their unique indoor golf simulation technology – utilising the fact they have professional golfers that practice there
>> Engaging a different audience, namely a younger demographic, using a fun, innovative, online setting
>> Raising awareness for the Challenge Charity, which has become synonymous with golf thanks to the efforts of the late Jarrod Lyle
>> Promoting the uptake of golf

OUR STRATEGY

>> Conducted the World’s first virtual national championship using a live platform which engaged followers and social conversation throughout the broadcast
>> “It’s the most elaborate Zoom meeting in the world.” The delivery was very 2020 – the new normal due to the pandemic
>> Expeditious delivery due to tight timeframes – 1.5 weeks from idea to execution, and 2.5 days of testing

STRATEGIC INITIATIVES

>> TTS was responsible for all communication, broadcasting and campaigns (Facebook, Instagram, Twitter)
>> We created a detailed internal and external run sheet which outlined all actions that needed to be done before, during and after the event. This included campaigns, testing, back up plans and more.
>> 3 campaigns: Campaign A: Call to action to buy merchandise from the Challenge charity. Campaign B: Awareness of the event, X-golf & PGA. Campaign C: Engagement campaign which allowed followers to ask questions
>> Coordinated the efforts between X-golf, PGA, Challenge Charity, players, special guests, hosts and ground staff and ensured clear communication and transparency throughout.
>> Broadcasted the event live on Facebook via Zoom. The event was a world’s first and we tried something very new and different to present the event in an engaging and entertaining way.
>> Leveraged PGA’s following for higher reach for the campaigns & livestream
>> Community engagement was significant as the live audience was encouraged to ask questions in the comments, which were relayed back to the hosts

PROJECT RESULTS

>> X-Golf Challenge Event
>> 32,422 total video views
>> 125,996 people reached
>> 6744 engaged
>> Likes, comments, shares: 792
>> Top audience: Men 35-44, Top Location: Victoria