How the 2017 Masters got social media right

This year’s Masters Tournament featured plenty of drama, as Sergio Garcia and Justin Rose had to play an extra hole to determine which European would win their first green jacket. In the end, it was the 37-year-old Garcia who came away with his first major.

From a social media standpoint, the weekend at Augusta was practically just as entertaining. The Masters’ Twitter account was active throughout the tournament, providing videos of big shots like Matt Kuchar’s hole-in-one on the 16th hole on the final day.

Golf as a sport has seen its popularity dip amongst younger audiences as it struggles to break through the noise on social media. With a younger generation of golfer, though, and with a greater focus on growing the game on social media, that could be changing. And over Masters weekend we saw signs of that.

As well as highlight video clips from on-course action, the tournament’s digital team provided fans with a Snapchat filter that could be used anywhere in the world. Users got to “wear” a Masters hat and sunglasses with a reflection of the golf course on them – Augusta National itself is the main attraction for many. If they took a video, the Masters theme song began to play as you swing a golf club in the footage.

Credit needs to go to the tournament organisers for having a successful week from a social media standpoint. Yet as usual, it was the players and celebrities online who were the most memorable.

For example, PGA legend Gary Player tweeted out pictures of him and Jack Nicklaus at the opening ceremony paying their respects to Arnold Palmer, a golfing giant who passed away in September. It was a touching way to open the first Masters without The King, and was a sign that the tournament would be one to remember.

The drama did not pick up until the final day, when it became clear that either Garcia or Rose would be walking away a winner. The two veterans were locked in a heated battle throughout that final round, with both having a chance to win it on the 18th hole. Garcia barely missed a putt on the final hole that would have made him a champion, but instead forced a playoff.

As unfortunate as the miss was for Garcia at the time, at least it provided some amusing tweets.

We shouldn’t feel too bad for Garcia, though, considering he bounced back on the first playoff hole to clinch victory. The Masters tweeted out the winning putt moments after it happened, allowing those unable to watch the tournament a chance to see the dramatic ending.

After Garcia won it, fellow players, including the runner-up Rose, took to Twitter to voice their congratulations for the veteran Spaniard.

The best tweet of the weekend, however, has to go to Sergio, who tweeted out a picture of him in his green jacket with his wife. Thus capped a memorable weekend, both on the course and online.

About author

Nick Frazier
Nick Frazier 17 posts

Nick is an intern for Snack Media and a contributor to Digital Sport. You can follow him on Twitter @nikfraz14.

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