The European Tour’s clever trick to spread the word about Oliver Fisher’s 59
Part of doing social media right is understanding that the little things mean a lot.
We already know that the European tour get it. They have won awards for their content, and have thoroughly embraced their role as golf’s exciting challenger brand – on social media and in terms of innovating with new tournaments. But sometimes it’s the small things that show just how much you understand the medium.
On Friday, English golfer Oliver Fisher shot a 59 at the Portuguese Masters, and as golf fans will know, breaking 60 is quite the achievement – it’s the kind of thing that makes you drop everything in order to watch the final few holes to see if the feat can be achieved, like when a snooker player is on a 147 break. It’s enough to make you turn on your TV if you haven’t been watching already. Or indeed log into your Twitter account.
We know already that the European Tour – as well as the PGA Tour, to their immense credit as well – have been very good at owning their competitions, tweeting out highlights and best bits in order to keep their fans (and even those who aren’t even watching) abreast of the action. We also know that the content team at the European Tour sees their job as being all about storytelling, capturing not just the event but the tension and the emotion too.
— ????59 on the European Tour???? (@EuropeanTour) September 21, 2018
Here, the official Twitter account posted the moment when Fisher almost made a 58 with a birdie at the final hole before tapping in his last putt for a 59.
But crucially it wasn’t just the highlights clip they posted soon after the event or the follow-up content like photographing Fisher presenting his unique scorecard that will have made the event as social friendly as it can be. It was the fact that the European Tour changed their own display name on the platform to inform fans of the feat that had just unfolded.
This was an occasion where retweets would obviously follow from golf fans enthused by seeing a player shoot 59 in a tournament. But even though the retweets and likes will have amplified the news, the use of siren emojis and urgent tone of voice in the display name makes even that tweet more engaging to the audience of the sharer. Because even if they’re not golf fans, it will catch their attention.
It’s yet another example of sports teams or leagues using social media to their great advantage just by using a clever, well thought-out trick.
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