Sky Sports enlisted Pangaea 13 to drive excitement around the Ryder Cup and Solheim Cup. We saw this as a golden opportunity to attract casual golf fans, leveraging the appeal of both tournaments. 'The Bogey Broadcast' was born—a content-driven campaign that united high-stakes golf with athletes and creators, overseen by the Sky Sports Golf team. Its aim was to broaden and captivate a wider sporting audience for these iconic golfing events. But it was way more than just a piece of content...
Sky Sports enlisted Pangaea 13 to drive excitement around the Ryder Cup and Solheim Cup. We saw this as a golden opportunity to attract casual golf fans, leveraging the appeal of both tournaments. 'The Bogey Broadcast' was born—a content-driven campaign that united high-stakes golf with athletes and creators, overseen by the Sky Sports Golf team. Its aim was to broaden and captivate a wider sporting audience for these iconic golfing events. But it was way more than just a piece of content...
Our talent selection was meticulously planned to align with both Sky Sports' schedule and the wider sporting calendar. We recruited creators Seb on Golf and Mia Baker as team captains for their golf appeal, and athletes Sam Billings, Ollie Robinson, and Dylan Hartley ahead of their respective sports' World Cups. Tim Sherwood and Ray Parlour were picked for added rivalry ahead of the North London Derby that weekend on Sky Sports. This approach ensured we connected with a broader fan base, enhancing our campaign's impact on the sporting agenda.
Adopting our trademark supercontinent approach, we maximised the campaign's visibility through a mix of talent, creator, and Sky channels on social media. For PR, we utilised the content, talent quotes, and interviews to secure coverage across various media outlets. Our multi-channel strategy guaranteed extensive reach, driving likes, shares, clicks, and media mentions, effectively broadening our engagement footprint and enhancing fan connection.
Pangaea 13 took the brief and elevated it, smartly aligning their creative response with a broader sports audience, which not only increased reach and engagement but also integrated seamlessly with other sports in our schedule, adding further value. The creative execution, talent selection, and amplification plan resonated with fans across channels, effectively driving reach for both golf events. And on cue, the golf tournaments didn't disappoint, perfectly complementing our efforts.
