Making the most of Brand Partnerships

Blog | 12 Sep, 2016

When our client Callaway Golf told us about an event they were running at the Ibrox Stadium with Rangers Football club, we saw a great opportunity to incorporate social and video into the day.

We charged up our phones, packed our bags and hopped on a plane to Glasgow.

Each Callaway golfer paired up with a Rangers footballer and competed across two events: the wedge challenge (chip a golf ball from the stands into center circle) and a penalty shootout.  

We knew that this day would be rich in content. We also knew that Callaway's strong and committed fan base would be thrilled to see it, share it and like it.  

    To keep the fan base engaged in the activities we completed the following, live from Glasgow;

    • Running Twitter polls
    • Filming the penalty shootout via Facebook Live
    • Community Management – engaging with attendees/amplifying the event
    • Creation / monitoring / reporting of the unique #CallawayAtRangers hashtag
    • Creation / promotion of 3 event videos (highlight reel, full edit and a football-orientated video) 

    Armed with 3 iPhones, 3 laptops, two portable chargers and camera equipment we started to hype the event online. As the golfers arrived at Ibrox the #CallawayAtRangers hashtag was trending in Scotland and as the event started it was trending across the UK.  
    The initial hype began with establishing shots of the now Callaway branded Ibrox stadium, then we announced the pairings to amplify online banter and used their fans to promote the online event. Finally, we announced the Facebook live stream with placeholder tweets/posts – promoted to new and existing audiences.  

     

    Here are my top tips for using Facebook Live

    • If it’s your first stream, set up a test profile and get used to the functionality. 
    • Let your audience know when and where they can watch your stream. Also, give them a reason why they should watch it, and make it enticing!
    • Make sure you have a strong 4G/WiFi connection to avoid any buffering issues. Think about keeping a hotspot device to hand just in case.
    • Try to engage with the user's comments – real-time engagement is a very attractive feature of live-streaming that if used correctly can build brand loyalty. 
    • Don’t forget to thank your audience for attending. Ask them to hit the ‘subscribe’ button to receive notifications as to when you next go live.
       

    Measuring success of the event

    The event was a huge success: 

    • Callaway Golf EU accrued more Twitter impressions that day than their monthly average 
    • The Facebook Live stream reached 230k+ users and was viewed 33k times. 
    • Overall the hashtag generated a massive 30 million impressions 

    Glasgow Rangers fans were queuing outside the entrance to the stadium to try and catch a glimpse of their favorite players. Influential RTs and mentions and coverage came from: The Sun, Daily Mirror, Mail Online, Glasgow Rangers, Danny Willett and Joey Barton. 

    After the event, we edited together the footage and launched a highlights video that evening. Our engaged audience meant that the video performed well reaching 117k and being viewed 48k times.  We kept our audience engaged throughout the week with a full-length video edit and various spot giveaways (signed footballs) nurturing our new football-orientated audience. 

    Our supporting live-stream and coverage gave their Callaway community a unique behind-the-scenes insight into the brand. By targeting new and old audiences and driving real-time engagement we aimed to strengthen brand loyalty.   
    Not only was the #CallawayAtRangers event a success but Callaway staffer Henrik Stenson then went on to win The Open Championship capping a great week for both Callaway and Jellyfish. 
    But whilst Henrik may be good at golf, his penalty taking skills still leave a lot to be desired. 
     

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