The most iconic hole on the PGA TOUR is getting a visual facelift during this weekend’s Players Championship thanks to some artists, fans and even a Jacksonville first grade classroom.
Around TPC Sawgrass’ No. 17, the TOUR recently asked for user-generated content to highlight in its #Make17Scarier creative campaign. Sam Davis, Senior Producer at PGA TOUR Digital, said that the sports property is continuously looking for new ways to build excitement around the Par 3 island hole, with the social initiative accomplishing that goal.
“Fans expect our normal competition coverage, but with our new marketing campaign — Live Under Par — we’re looking for ways to tell our story that will reach new audiences and doesn’t just focus on the technical competition,” Davis wrote over email to Sports Business Chronicle. “These artists and fans are adding their unique spin and filter to the island green, and we love all the different creative direction they’ve taken.”
Some participants have included Tyson Beck, a Digital Artist and Designer at the NBA, freelance designer Bradley Jack, The Buffoonery, students and individual artists at the PGA TOUR, among other creatives. Most entered into the campaign via digital as Davis and the TOUR provided as little direction as possible, which was on purpose.
“We wanted the creations to be original and different,” he said.
Davis explained that the TOUR has formal partnerships with some artists while other relationships are informal in nature, though he didn’t expand upon the financial implications, if there’s any such arrangement.
The NBA’s Beck created the below image, one of the first designs as part of the #Make17Scarier digital campaign. It features New Orleans Pelicans center Anthony Davis coming out of the water to swat a golf ball.
The Players Championship’s Twitter joined #Make17Scarier as well, adding its own creative Super Mario spin.
— #THEPLAYERS (@THEPLAYERSChamp) May 8, 2018
Caran Mullins, whose first grade students at San Jose Elementary participated, had to teach her class the basics of golf, such as a ‘green’ and ‘tee box’. She introduced the sport via photos and videos of 14-time Major winner Tiger Woods, according to Davis, before they could begin. The students drew on an iPad using the basic Paint application, and when they finished, Mullins emailed their submissions.
“Kids play a massive role in our sport in and the game’s future,” Davis said. “Take one scroll through our feed and hopefully that message is abundantly clear. Also, they have the best imaginations, and we knew they’d come up with some super fun creations. We reached out to some schools local to the Jacksonville area to see if they could get some of their students involved, and it was a great success.”
Added Davis: “Maybe the most beneficial part of it all is that we might have 20-something new fans and a couple of future star players.”
Next up … 🎨
— PGA TOUR (@PGATOUR) May 8, 2018
He said that the TOUR will Tweet photos in a single Twitter thread while on Instagram, there will be individual posts. In addition, all of the selected photos will eventually be featured in a Facebook galley and appear on web, too.