20TH ANNIVERSARY TOSHIBA CLASSIC

Challenge

The Toshiba Classic wanted to celebrate 20 years with an onslaught of traditional and social media.

Solution

Leading up to the platinum anniversary Toshiba Classic, The Brand Amp team designed and developed three unique infographics that told the story of the past 20 years of the Champions Tour event through interesting facts and figures that were shared with media and across social. During tournament week, The Brand Amp team, partnering with ESPN radio, conducted the Toshiba Classic Skills Challenge, which highlighted a USC vs. UCLA match-up with alumni celebrities. During the tournament itself, the PR team pitched angles of the event that had not traditionally been worked, including a Tom Watson backwards chip shot that went viral. The Brand Amp’s social and community management team also developed and executed a comprehensive social media strategy and social media playbook that engaged not only fans of the tournament, but tournament players, as well as the tournament sponsors, while also providing an on-site presence at the event in its first-ever Social Media hub tent.

Results

The tournament was highlighted in outlets including ESPN SportsCenter (No. 3 in the Top 10 Plays), Yahoo! Sports, Bleacher Report, PGA Tour, CBS Sports, LA Daily News, the Orange County Register and more. The event also saw significant social media growth across all channels in a matter of two short months, including a more than 120% increase of followers on Instagram.

48M+

Media Impressions

$3.8+

Advertising Equivalency