We led on-the-ground production for the lead sponsor Genesis at the Scottish Open 2024, delivering hundreds of assets at speed for global and local social media and PR.
The Challenge
In 2024, we were appointed as sole production partners for Genesis at the event that was a flagship moment in the European calendar. This meant not only capturing content with European social audiences in mind, but also supporting Genesis HQ with content for Global and Korean social channels, as well as PR functions. Accounting for local variations, we created hundreds of deliverables expected at tight turnarounds across the week and enabled Genesis to communicate to its audiences about the event through its unique lens as sponsor, right as it happened.
The Insight
As a sponsor of this prestigious golf event, the role for Genesis wasn’t to report on the golf tournament but tell stories from a unique perspective that celebrates the brand in the wider context of golf.
Tapping into territories of luxury, hospitality and high performance, our goal was to create a range of content that celebrated the high-octane performance of the tournament, and the luxury experience Genesis could provide via its cars and the signature Korean hospitality that the brand is so proud of.
We knew from covering the event in previous years that our audience valued hearing from different voices associated with the tournament in our content. Therefore, we worked closely with DP World Tour to secure a professional caddie to feature in our hero film. We also highlighted the people involved in putting on this spectacular event in an exclusive behind-the-scenes video, celebrating people’s stories beyond the golf course.
The Solution
Facilitating this production at scale meant pre-tournament preparation was vital. This involved gathering b-roll from previous years and capturing as much as possible at the location before the tournament officially started.
Turning around content quickly was key to enable real-time event coverage. Our post-production team was on the ground right where the action was happening to ensure fast edits. Being on location and establishing a close relationship with stakeholders across the Genesis business and partner organisation ensured speedy access, approvals, and flexibility to changing schedules.
Our focus on creating content beyond the action on the course meant we could tell stories that were suited to social and resonated with a broad spectrum of our audience. Our pre-tournament interview with Austin Kaiser, the caddie of 2022’s winner, Xander Schauffele, appealed to golf fans and integrated the Genesis brand naturally. Our Behind-The-Scenes video series celebrating the hospitality heroes at the event, the groundkeepers on the course or the engraving of the trophy spoke to both golf fans and Genesis followers.
The Impact
Due of our diligent planning, cooperation with external partners and deep understanding of both social and the Genesis brand, the event was a huge success.
Our content across Genesis Europe’s social channels covering the Genesis Scottish Open drove:
98K organic video views on Instagram
6.5K hours watch time on YouTube
31M paid impressions overall
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