Case study

BMW International Open

Nifty was commissioned to support a multinational data company with their sponsorship activities around the BMW International Open – an elite golf tournament held annually in Munich, Germany. The client had been a long-term technology partner of BMW, and in recent years this relationship has expanded to providing revolutionary sports technology to enhance the fan experience both at the Golfclub München Eichenried course and at home. Nifty’s sporting expertise was called upon to deliver impactful and engaging social content – both organically and for paid media – in addition to video editing and graphic design.

BMW International Open

Social Media

Nifty’s first port of call was to build out social media copy for during the tournament and in the week leading up to it. Much of this content revolved around the technologies the client was bringing to the tournament, appealing to golf fans by demonstrating how this innovation would bring them new ways to follow the action. Furthermore, this output across Twitter, Instagram, LinkedIn and YouTube also showcased the client’s sporting portfolio, building credibility with examples of similar work across other elite sport across the world including IndyCar and the Tour de France.

As well as building a pre-emptive social content plan, Nifty was also tasked with social listening across the four days of play. The crux of this involved identifying posts talking about the action at the BMW International Open and reacting in a way which drew attention to the client and its technologies relevant to the day’s play. We would also find brand mentions and address these as appropriate.

Organic content over the course of the campaign generated more than 10,000 clicks, reaching nearly 200,000 people with almost 4,000 engagements.

Paid Media

The fundamental goal of the PPC activity around the BMW International Open was to get as many eyeballs on the client as possible. We sought to promote them around a range of topics including technological innovation, brand partnerships and sustainability. These PPC ads were distributed across Facebook, Instagram, LinkedIn and YouTube.

Across all channels, the ads generated more than 47,000 clicks throughout the duration of the campaign, reaching 6.6 million people and receiving more than 2.8 million engagements in the process.

Graphic Design and Video Editing

Nifty’s creative abilities were also sought during the week of the BMW International Open. The client produced a wealth of video content including live shows on each day of the competition, each of which required a 30-minute turnaround for Nifty to clip up with the client’s branding, and share on YouTube. This was key to complement the existing content plan.

Further to video editing, Nifty was also required to design a range of social media graphics and YouTube thumbnails.