2017 U.S. Open and FOX SportsMeegan Johnston, Kirsten Timmer, Madison Bruchsaler,

Thibault Daignez, Frank Berce

12 MMillennials interested in playing golf

National Golf Association 2015

Target Audience: Millennials Prefer a social and relaxed environment

Want to have an experience

Tech-savvy

Heavy social media users

Overall Objective 1:Increase millennial viewership by 5%

● 18.9% Decrease in viewership from 2015 to 2016

● Young audience presents opportunity

Overall Objective 2:Increase FOX Sports social media presence

● Younger audiences rely on social media for information

● Website clicks will be reviewed to track success

#FOXinthehole

A video submission contest asking sports fans

to record an original video of themselves

making a hole in one trick shot

Goal: 1,000 submissions

Video Submission Example

https://www.youtube.com/watch?v=bub6Ko3

oFcg

From TheChemBrosTrickShots Youtube page

Promoting #FOXinthehole

Through FOX Sports & FS1 social media

accounts boasting millions of followers

combined

Social Media

What’s the Incentive?

Aired live during U.S. Open

Topgolf Viewing Parties

Why Topgolf?

Unique golf experience in a party atmosphere

Why Topgolf?53% of visitors are of the 18 to 34-year-old

demographic

Why Topgolf?Multiple locations throughout the United States

Promotion Specifics

• Our goal is 150 persons / Topgolf (300 max)

• FOX Sports and USGA give-aways

• Food discounts for every eagle

• Each location will have an Erin Hills backdrop

• Two months prior to the U.S. Open, an email

announcement will be sent

• 2.2 million Topgolf email subscribers

Promotion Specifics

Social Media

Website Announcement

• To create a memorable experience that will

generate excitement for the U.S. Open.

• To generate interest in viewing the U.S. Open

Main Goals

#FOXinthehole