ABU DHABI HSBC GOLF CHAMPIONSHIP

SOCIAL MEDIA MANAGEMENT

"Taking golfing social media to the next level, catapulting the event as of one of the biggest on the European Tour"

THE INTRODUCTION

The Abu Dhabi Sports Council uses a range of high-profile sporting and cultural events to showcase its nation to the world. One of those events is the internationally famous Abu Dhabi HSBC Golf Championship (ADGC), an established fixture of the PGA European Tour.

THE CHALLENGE

How should Abu Dhabi, as a nation, best capitalise on the increasing profile of this sporting event and tell its story to the world? Enter Fifty.

THE SOLUTION

This is a prime example of Fifty’s rapid, easy and no-risk approach to campaign activation. Our work with ADGC shows that once you have a deep understanding of consumers, that knowledge can supercharge day-to-day marketing.

Working with one of the world’s biggest sponsorship management teams, IMG, Fifty ran all social media in the three months leading up to the event and across the tournament itself. Deploying our tools, technology and expertise, combined with our deep-rooted knowledge of sport, we took golfing social media to the next level.

THE RESULT

Fifty doubled ADGC’s social media audience, reaching more fans in three months of activity than had been reached in the previous eleven years of the Championship combined.

Across social, ADGC is now the fourth biggest golf tournament in the world, just behind the PGA’s three central American tournaments, which have multi-million-pound marketing budgets.

Fifty drove over 40 million actual impressions with two million video views during the Championship itself. Instagram numbers doubled, and the campaign’s most successful project added 21,000 Facebook fans and 30,000 comments with a single post.