The Open Content Specialist Embed

The Challenge

  • A digital audit of The Open in early 2017 identified opportunities to streamline content operations
  • Previous opportunities to maximise the exposure of golf’s one true test were missed on digital
  • Content production workflows were complex with over 13 agencies and seven patrons / sponsors to manage
  • In the months leading up to the 146th Open at Royal Birkdale, the R&A required support to optimise digital content

Seven League were engaged to embed a sport & live event content specialist within The Open’s content team to manage, plan and execute the content strategy

What We Did

  • We embedded a content specialist to lead content planning, production, distribution & partnerships (supported by the 7L team)
  • Acting as the central communications hub for all agencies & staff creating content, we:
    i. Ensured all messaging, imagery & video was consistent, broadening the event’s shoulders
    ii. Devised the campaign & delivered The Open’s Name In Lights activation for the launch of The One Club, The Open’s first ever membership scheme
    iii. Introduced The Open’s first ever influencer campaign (inc. an Instagram takeover)
    iv. Delivered best practice through Facebook video covers, square social video formats, FB Frames, graphics templates and live streaming
    v. Syndicated The Open’s scoring widget to digital media properties around the world
    vi. Garnered the support of Snapchat, Facebook and Twitter to amplify reach & engagement

The Results

  • A record-breaking crowd of 235k attended The Open at Royal Birkdale – an attendance record for The Open outside of St Andrews
  • Reach of the Facebook page up >60% from 2016, shareability of posts up >70%, FB video views up 12%
  • Twitter engagement (>10%), video views (>85%) and link clicks (>35%) all up YoY
  • #TheOpen was used >250k times
  • Snapchat story delivered >10m views (73% coming from 13-24)
  • A smarter more collaborative relationship with patrons now exists
  • The Open’s total web sessions up YoY, increased referrals by >60%, >20% increase in target 25-34 audience

The Open now has a formula to follow for success in 2018 at Carnoustie