The New Hampshire Golf Association (NHGA) is a 501(c)(3) non-profit organization founded in 1905 to foster and preserve the traditions of golf in the state of New Hampshire. As an Allied Golf Association (AGA) of the USGA, the NHGA comprises over 18,000 golfers and 100 member clubs.
Additionally, the organization provides essential services, including USGA handicaps, course ratings, and scholarships, while also organizing prestigious golf tournaments such as the New Hampshire State Amateur and NHGA Stroke Play. The NHGA actively collaborates with national and regional golf associations, working to promote and advance the game of golf within the state.
wedü was thrilled to work with the NHGA to become the title sponsor of the NH Amateur Championship, the biggest tournament in the state. While this partnership provided excellent coverage for our brand, we couldn’t stop thinking about how to make the event even bigger. We decided to commit our video and content strategy team to meticulously craft and execute a week-long video series, delivering daily highlights and leaderboard coverage of the tournament. This strategic initiative aimed to captivate NHGA members and supporters of the participating golfers, while simultaneously working to strengthen the NHGA’s presence with their membership and bring quality video content to the golf community at large.
Capturing video content these days is relatively easy. Everyone has a camera now. Creating a story, and storylines, that people want to follow – day after day – was the real puzzle. Sport is simultaneously produced and consumed; it doesn’t have a shelf life. We had to give it a shelf life and extend the exposure NHGA received. Working with leadership at NHGA, we collaboratively built a vision for what the week would look like, spot-by-spot. We identified interesting elements and challenges the course provided, like extraordinarily long par 3’s, false front greens, and strategically placed bunkers. We made segments out of them, using speed-ramped drone footage balanced with player shots across those holes. This level of detail put the viewer on the tee box with the field and drove repeat views all week long.
Storylines build excitement and change the trajectory of watchtime on your content. For NHGA, they saw six videos generate 620+ hours of watch time (and counting).
The field began at 156 golfers. That was Monday. By Friday evening, there were two left standing, and they would face each other for 36 holes of golf on Saturday. We had created five segments each day. We anciticipated watch time to diminish with the field, but it wasn’t. Now, we knew we had to deliver a curve ball, something they wouldn’t expect. We transitioned to making these two amateur golfers feel like they had pro tournament coverage, major network graphics packages, and so much more. This was the culminating spot, it had to be the biggest, and it had to be cut in less than 12 hours.