LPGA Tour and Golf Channel Will Promote Fan Experience at Season-Ending Event
Through Numerous Social Media Campaigns
Nov. 9, 2012 - A wide-ranging social media campaign is being launched by the LPGA Tour and Golf Channel in an effort to create the ultimate fan experience for the Tour's season-ending event, the CME Group Titleholders. A fan vote for the featured grouping in Thursday's first-round telecast on Golf Channel highlights the "Social Event of the Season," which also includes the use of the both organizations' diverse social media platform both on-site at TwinEagles Golf Club, throughout Golf Channel telecasts, and online.
For the first time in LPGA history, fans will create a grouping at an official Tour event. The top-three players with the most votes in the "Featured Grouping Contest" will play together for Thursday's first round and will be spotlighted throughout Golf Channel's broadcast. Voting continues until Nov. 12 at LPGA.com and GolfChannel.com.
"The season-ending CME Group Titleholders offers the perfect occasion for a year-end social media blitz," said LPGA Chief Marketing Officer Jon Podany. "LPGA players continue to be among the most approachable athletes in sports, and that is particularly evident with their growing popularity in social media."
With the integration of five different social media outlets, fans watching the CME Group Titleholders broadcast at home on Golf Channel and those on site at TwinEagles Golf Club in Naples will have plenty of opportunities to get involved. Among the promotions taking place during the week will be:
• A Twitter takeover of @LPGA by European Solheim Cup star Sandra Gal. Golf Channel's broadcast team will react to select tweets by Gal.
• Fan interaction during Golf Channel's broadcast utilizing the #LPGAonGC hashtag, with select questions or comments read on air.
• Tweeting from players during tournament coverage.
• "Social media caddies" who will activate several interactive onsite programs.
• Opportunities for fans to score discounts on admission and merchandise.
"The social aspect of the CME Group Titleholders event will create a true, interactive Golf Channel viewing experience," said Golf Channel Senior Vice President of Marketing Regina O'Brien. "With our broadcast team reacting to comments by fans and players from the various social media sites, our telecast will serve as a great platform to keep the conversation alive."
The Tour will utilize Twitter, Facebook, Pinterest, Instagram and Foursquare to maximize opportunities for fans using the different platforms.
Capping off this year with the "Social Event of the Season," the LPGA continues its successful "See Why It's Different Out Here" marketing campaign and an innovative approach to social media. Earlier this season, the Tour debuted a first-of-its-kind program, which began displaying players' Twitter handles on their caddies' bibs for fan visibility. Thanks to efforts like the caddie bib program, over the past year the Tour, its tournaments and its players have collectively seen an 81 percent increase in Twitter followers and Facebook fans.
"We are excited to bring this social media concept to one of our showcase events," said LPGA Chief Communications Officer Kraig Kann. "As we work to grow our 'following,' we need ideas like this that are worth following. Hopefully, this visible new forum for fan interaction provides another opportunity for people to 'See Why It's Different' at the LPGA these days."
Golf Channel will air live coverage of all four rounds of the CME Group Titleholders Thursday-Sunday (Nov. 15-18) from 1:30-4 p.m. ET. Rich Lerner will handle play-by-play responsibilities, joined by Hall-of-Famer and lead analyst Judy Rankin in the main broadcast booth. Tom Abbott will call the action from a tower position, with Jerry Foltz and Jane Crafter reporting from the ground.
Below are the campaigns taking place at the "Social Event of the Season" in detail, broken down by social media outlet:
Fans Vote for Featured Pairing
LPGA, Golf Channel, individual LPGA events and the players themselves will encourage fans to vote via their Tweets from Nov. 5 through Nov. 12 on http://www.lpga.com/golf/features/cme-featured-pairings.aspx or www.GolfChannel.com/lpgaongc.
Golf Channel talent will be using the hashtag's feed to answer questions and highlight player and fan dialogue during the broadcast. Since the #LPGAonGC hashtag was released on Monday through Wednesday, there have been more than 2.7 million impressions on Twitter, and more than 5,000 tweets using the hashtag.
"Instant Fan" Photos
"Like" the LPGA
"Show us why it's different on the LPGA Tour"
The best photo will be picked on Monday following the event with a prize being awarded to the winner. The contest will be promoted on scoreboards, spectator guides and the Tour's and the event's social media channels.
Be There & Foursquare
Lingo and Links to Know:
Topics: CME Group Titleholders