The ask—

NBC Sports wanted to drive new viewership and boost audience exposure to the Golf Channel’s coverage of the 2020 Northern Trust, BMW and TOUR Championships. The goal was to reach new and casual sports fans and give them collateral to host their own, at-home FedExCup Playoff watch parties- bringing the fan experience directly to consumers.

The work—

STN created custom digital kits which were made available for download via a microsite – created and managed by our team. Each kit included fun and engaging items that encouraged local audiences to host their own virtual watch parties from the comfort of their home.

With a focus on three key FedExCup Playoff locations, STN provided interactive and downloadable kit items including: printable decor, social games, delicious location-inspired recipes and tune-in details. Additional promotional support was provided through strategic social media posts, email and an influencer marketing campaign complete with custom content targeted directly to priority local demographics and potential viewers.

Finally, to further drive tune-in and awareness of the final day of the FedExCup Playoffs, STN helped plan and execute a virtual watch party that was livestreamed across NBC Sports and Golf Channel digital properties. STN produced the entire Watch Par-tee livestream with elements including: run of show development, full script, creative look and feel, graphics packages, video segments and booking talent.

The results—

Over 35 pieces of original social content were produced by STN Digital that gained 50K+ views and 500+ engagements across NBC Sports and Golf Channel’s Facebook, Twitter and Instagram.

For the duration of the FedExCup Playoffs campaign, STN partnered with multiple influencers to create over 115 pieces of custom content to further drive linear tune-in and website traffic. The content resulted in over 709K+ impressions, 458K+ reach/views and 15.9K+ total engagements.

The FedExCup Playoffs Watch Par-tee livestream garnered over 11K+ views and reached over 50K+ fans.