To drive more awareness around the FedExCup Playoffs, we brought an on-site Twitter experience to each of the four PGA TOUR playoff events this season. Meet the Twitter vending machine. Equipped with NFC technology, this machine gave us a unique way to interact with fans on-site, encouraging them to Tweet about the #FedExCup Playoffs and be rewarded with special prizes.
The machine traveled to each playoff event. Once on-site, fans were able to interact with the machine, responding to a question with a Tweet using a specific hashtag. The Tweet unlocked a prize from the machine, which could have included anything from an autographed pin flag or a ticket upgrade to a meet and greet with a player.
Throughout the playoffs, fans were excited to encounter the machine and the special prizes it unlocked. A few lucky fans were able to connect with some of their favorite players thanks to the Twitter vending machine experience, including Daniel Berger, Kevin Kisner, Brooks Koepka, Charley Hoffman and Hunter Mahan. Those fans walked away with a lifelong memory and of course the social media posts and photos to prove to friends that it happened.
The program not only generated more than 11 million impressions through fan Tweets and major media exposure, but it also delivered on a broader PGA TOUR objective—Connecting a real-world, offline experience to the online world where it could reach more people and show the TOUR in a new light.
My role: Strategy & Concept Development, Execution