The last thing you need at a PGA Golf tournament is one more photographer armed with a professional camera and a $10K lens.
When I watch sports I don't often wish I had the seats where the camera man is sitting, but when I'm on Instagram, I sure do get jelly of the guys snapping stories court side.
So instead of adding to the army of professionals pointing cameras, I sent a team of creatives with one directive... shoot awesome content on your phone like a real fan would, and share it on social media. Make the fan wish they had your exclusive access.
This led to a 5 year content strategy that has placed Travelers Champioship on the Mount Rusmore of PGA events social media presences.