Golf tournament season kicked off this past weekend with The Masters. While this 80-year-old event has been a fan favorite for decades, this year was especially exciting as the world took to social media to engage with players, sponsors, and tournament events. We turned on Sprinklr’s Listening Insights to determine the most popular on social among golf players, sponsorship campaigns, and topics.
As of Monday morning, The Masters garnered a total of 767,900 mentions on social channels including Twitter, Tumblr, Facebook, and WordPress. This number includes both owned and earned mentions.
The top hashtags used to discuss the tournament were #masters2014 and #themasters.
The Masters had five sponsors this year: AT&T, IBM, Mercedes-Benz, Rolex, and UPS. See how they ranked:
IBM was the winner, by quite a landslide, with 50% of social mentions as of Monday morning. The brand gained significant media attention for its televised ad campaign, which featured 45 different spots on how different types of companies use IBM to collect data. Traditionally at major sporting events, brands air the same spots over and over, since viewers pick-and-choose events to watch. But IBM and ad agency Ogilvy & Mather realized that hardcore golf fans watch everything, and so different ads following the same narrative would be more effective. Mentions from the The New York Times, Forbes, and blogs all catalyzed the lift in social mentions for IBM, as well as the widely used hashtag #madewithIBM.
— IBM (@IBM) April 14, 2014
UPS was in second place with 22% of Masters-related social mention. The brand featured interviews with players, ran promotions on Twitter, and worked hard to engage with golf fans using the hashtag #UPSGolf.
— UPS (@UPS) April 10, 2014
There was significant discussion surrounding AT&T U-verse. The telecommunications brand earned 15% of total mentions.
— AT&T (@ATT) April 10, 2014
The luxury watchmaker sponsors dozens of luxury-oriented events every year, from Formula 1 to Wimbeldon. On social media for The Masters, the brand pulled in a total of 6%.
There were clear winners during the tournament. But how did players perform off the green? Check out the official social media leaderboard for The Masters, with numbers based on mentions across Twitter, Facebook, WordPress, and Tumblr.
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