2017 U.S. Open and FOX SportsMeegan Johnston, Kirsten Timmer, Madison Bruchsaler,
Thibault Daignez, Frank Berce
12 MMillennials interested in playing golf
National Golf Association 2015
Target Audience: Millennials Prefer a social and relaxed environment
Want to have an experience
Tech-savvy
Heavy social media users
Overall Objective 1:Increase millennial viewership by 5%
● 18.9% Decrease in viewership from 2015 to 2016
● Young audience presents opportunity
Overall Objective 2:Increase FOX Sports social media presence
● Younger audiences rely on social media for information
● Website clicks will be reviewed to track success
#FOXinthehole
A video submission contest asking sports fans
to record an original video of themselves
making a hole in one trick shot
Goal: 1,000 submissions
Video Submission Example
https://www.youtube.com/watch?v=bub6Ko3
oFcg
From TheChemBrosTrickShots Youtube page
Promoting #FOXinthehole
Through FOX Sports & FS1 social media
accounts boasting millions of followers
combined
Social Media
What’s the Incentive?
Aired live during U.S. Open
Topgolf Viewing Parties
Why Topgolf?
Unique golf experience in a party atmosphere
Why Topgolf?53% of visitors are of the 18 to 34-year-old
demographic
Why Topgolf?Multiple locations throughout the United States
Promotion Specifics
• Our goal is 150 persons / Topgolf (300 max)
• FOX Sports and USGA give-aways
• Food discounts for every eagle
• Each location will have an Erin Hills backdrop
• Two months prior to the U.S. Open, an email
announcement will be sent
• 2.2 million Topgolf email subscribers
Promotion Specifics
Social Media
Website Announcement
• To create a memorable experience that will
generate excitement for the U.S. Open.
• To generate interest in viewing the U.S. Open
Main Goals
#FOXinthehole