There are only 30 PGA TOUR players in the final event of the FedExCup Playoffs. Such a small field compared to a typical PGA TOUR event can open up some fun content ideas that feature every player.

For this year’s final event, the TOUR Championship by Coca-Cola, we enlisted the help of renowned pancake artist Saipancakes. And yes, you read that right. He’s a pancake artist. Armed with a portable griddle and an ample supply of pancake batter, we put Saipancakes to work at this season’s finale.

As he created pancake renderings of each of the 30 players in the field, we captured photos and video of the action—the perfect type of fun content for our social media channels. Many of the players got into it as well, sharing their pancake doppelgangers on their own social platforms.

The program helped generate more than 1.8 million impressions from @PGATOUR handles on Twitter, Instagram and Facebook. With players and other media outlets also sharing the content, that boosted exposure to 13.7 million social media impressions.

My role: Social Media Strategy & Promotion

CBS Sports was one of the media outlets that covered the pancake art story.

Twitter was one of the platforms where we published pancake art photos and video.

PGA TOUR players as pancake art

The Guardian was one of many media outlets that covered the pancake art.