When Hole19, the golf yardage app, approached Pangaea 13, their brief was concise: incorporate our product into a docuseries centred on the improvement journey of amateur golfers. Our goal was to boost engagement by introducing an element of jeopardy. How could we create an unmissable opportunity for golfers and a compelling reason for others to watch? The answer: a life-changing prize, unlocked through performance.
Who wouldn't be enticed by £100,000 to turn professional with?
When Hole19, the golf yardage app, approached Pangaea 13, their brief was concise: incorporate our product into a docuseries centred on the improvement journey of amateur golfers. Our goal was to boost engagement by introducing an element of jeopardy. How could we create an unmissable opportunity for golfers and a compelling reason for others to watch? The answer: a life-changing prize, unlocked through performance.
Who wouldn't be enticed by £100,000 to turn professional with?
In the midst of a cost of living crisis that filled headlines and amplified concerns over personal finances, we identified a unique opportunity to offer golfers not just an escape but a potential last chance at their dream golf career. Our approach? Providing the support necessary for a golfer to attempt to qualify for golf's oldest major, along with a £100,000 investment from Hole19 to turn pro with, should they make The Open at Royal Liverpool. The Shot was born.
The life-changing cash prize kick-started our recruitment drive, spotlighted through global press coverage. We engaged key content creators to share launch teasers, boosting entries. Selected golfer Joe Viner aimed for Open glory and a £100,000 prize, with three other golfers of varied handicaps competing for a separate cash prize at Prestwick Golf Club. This formed the narrative for our groundbreaking three-part series. We supported Hole19 with content strategy and creative throughout, while their production partner captured the documentary. This campaign achieved significant clicks, coverage, and creator engagement.
Partnering with Pangaea 13 transformed our vision. Their innovative approach to adding jeopardy to our docuseries not only showcased our app in a dynamic way but also captivated golfers and viewers alike. The introduction of a £100,000 prize turned this into a cross-channel activation. This stands as evidence of their deep understanding of how to leverage various platforms for the greatest impact. They know how to take an idea and make it work as hard as possible.
