Abu Dhabi HSBC Golf Championship

The Abu Dhabi HSBC Championship presented by EGA is a highly anticipated event on the Rolex Series.

Our objective was to create a digital destination for all things #ADGolfChamps and transform their platforms into a multi-layered, content-focused experience that engages global golf fans.

Our multi-layer approach brought the second screen phenomenon to life! Insights show that sports fans consume content in a variety of ways, so we created an immersive and immediate experience for the user. Specially produced gifs, games and Snap lenses enhanced the vertically-conscious journey and exclusive behind the scenes footage, brought the fans closer to the players than ever before.

By optimising 11 platforms and user touch points, we created an experience that:

1. Drove engagement by staying topical, being an information portal and initiating conversations.
2. Reached a global community by connecting with micro publishers and using custom hashtags.
3. Created a semi-live view of the event, granting fans access to moments that they wouldn’t see on TV.

A championship of global digital firsts, it was the first golf tournament on Whatsapp and TikTok globally as well as the first golf tournament to do Instagram Story games.