The DP World Tour and partner Callaway won an award last night at the prestigious Drum Awards for Marketing, in the Sport and Leisure Category.
The Tour won for its content piece, The Farthest Golf Shot Caught in a Moving Car. Filmed on a runway in York in April 2021, the DP World Tour staged a Guinness World Record attempt of epic proportions, with professional golfer Marcus Armitage landing a golf ball into a moving car at a distance of over 273 yards to break a record previously set in 2012.
Filmed with the support of partners Callaway Golf and BMW, this was a unique way of showcasing Callaway’s latest driver to consumers through a creative activation that would drive earned conversations online and capture the attention of a much more varied and far-reaching audience than traditional hard core golf enthusiasts.
Produced entirely in-house, The Farthest Golf Shot Caught in a Moving Car and its follow-up content received global media acclaim, reaching 60m people on the Tour’s social media platforms alone, amassing 41m views and 4.2m engagements, making it our most successful video of all time.
Speaking about the award win Will Pearson, Head of Content at the European Tour group, said; “By producing clever, tense, and humorous content, the DP World Tour has earned a reputation as a sporting social media innovator. This content piece perfectly encapsulates this ethos - achieving significant reach amongst non-traditional audiences, and authentically profiling commercial partners such as Callaway and BMW.
"The Drum Awards for Marketing are a prestigious accolade and the whole team is proud to be in a winners list that is a who’s who of the marketing world.”
