THE BRIEF

The R&A engaged DSM to deliver a full-scale gaming activation, live from Royal Liverpool Golf Club, in partnership with Mastercard’s One Club membership programme. With the aim of driving sign ups from new audiences to the One Club, DSM were tasked to manage the broadcast production, procure broadcast and promotional talent, manage the talent and project, as well as deliver results across social media and The Open YouTube channel. 

THE APPROACH

DSM’s marketing & activation team, in partnership with the digital & social team developed an influencer gaming match that took place live from the Mastercard hub at the 151st Open Championship.

Procuring both golf centric and gaming-based talent, including DSM’s very own AJ3, the ultimate goal was to incentivise users of EA SPORTS PGA Tour to ‘caddie’ for their favourite content creator, for the chance to win hospitality tickets to the 152nd Open. Six different talent from a multitude of backgrounds were signed to deliver the live production. These included four key influencers; Tubes, Mia Baker, AJ3 and ClubFaceUK, followed by our hosts & presenters Juliet Brooke and Seb Carmichael-Brown.

Ensuring the Mastercard One Club was the focal point of the activation, fans of the content creators HAD to use our custom link to sign up, entering for the chance to caddie for the creators, but also now becoming a member of the scheme.

The activation delivered over 1,500 new users to the site, and 3,000 entries to the competition, and a successful live stream brought to you by DSM’s very own production team.