The Challenge: Create an experience at the Farmers Insurance Open that encourages guests to engage with the brand on social media and design a space allowing fans to view live gameplay action on a large format screen.

The Execution: For (4) event days, we featured a 40’x30’ Social Clubhouse where guests could stop by, enjoy some shade and view a live broadcast of the game on a 14’ wide LED screen. Aside from enjoying the gameplay, guests were excited to get a celebrity photo experience with the replica trophy and replica surfboards to be awarded at the open, as well as with Fatheads of Rickie Fowler, Jimmy Walker and other players.

After getting a printout and text of their photo, brand ambassadors encouraged guests to join the #FIO17 conversation on social media. Any posts made using this and other event hashtags were aggregated and shared on the LED screen throughout the week. And as an added incentive, the likes each guest generated on their social media posts were converted to “social currency” that were traded in exchange for prizes ranging from sunglasses and power banks to limited edition Rickie Fowler hats and signed pin flags.

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