Cadillac

The PGA Championship is the most celebrated golf tournament in the U.S., and the most highly attended, drawing upwards of 250,000 fans to the country’s best courses each year.

But in 2021, COVID-19 proved to be the ultimate sand bunker. With in-person fan attendance reduced by 80%, Cadillac – the PGA’s Official Automotive sponsor – challenged us to find an alternative activation approach that would boost Cadillac’s digital presence, support the Next Generation Escalade campaign, and connect with fans before, during and after the tournament.

The solution? Team with the PGA on the launch of PGA Coaching Live, an exclusive live stream that gave fans real time tournament updates and direct access to professional PGA coaches and content – making it the perfect digital platform for golfers looking to improve their game.

On behalf of Cadillac, Jack Morton partnered with #3 World Ranked Tour Pro and 2020 PGA Champ winner Collin Morikawa to create custom PGA Coaching Live content. Each video featured Collin sharing his unique approach to the legendary Ocean Course through a variety of coaching tips. In addition, Collin got behind the wheel of the 2021 Escalade—to interact with the driver-focused tech features and reflect on what it means to continually raise the bar and Never Stop Arriving.

Impact:

The partnership with PGA Coaching Live and Collin Morikawa was a ‘hole-in-one’ for the Cadillac brand.

Social promotion captured a large, engaged audience garnering 8.7M paid impressions & 630k organic impressions for Cadillac. Posts on Cadillac’s owned channels generated 20k engagements. Social conversation sentiment was 99% positive/neutral and the PGA Coaching Live Hub saw 92k unique visits & 42k unique video views from audiences across the nation.