The overall objective was to showcase the players personalities outside of football. It was also important to for our team to successfully capture the beauty of the TPC Twin Cities golf course as we promote the 3M golf tournament for our viewers. It was important for the final product to be entertaining, and a great branded piece to highlight our partner, 3M.
The process began with working with our public relations team on interested and available players to shoot the episode. Once players were locked in, we worked with our partner 3M on booking the golf course for an afternoon as well as making sure all branded content and materials were ready. We made sure to crew the necessary audio and camera operators for the event as well as had “stage managers” and golf cart drivers to help instill a seamless operation once we were on the course. Once the episodes were shot, the editor spent detailed time logging and syncing the footage for all cameras to have connected video and audio. The editor then worked with our graphic animators to create the 3M branded score graphics with the correct data within them. Lastly, the editor worked their magic on utilizing all the elements captured into one clean, entertaining and final edit.
Core strategies:
For the overall 3M branded look we were able to achieve, we had clear and effective communication throughout the entire process with the 3M representatives. 3M provided the tee markers seen at every tee box and drone footage of TPC Twin Cities. To achieve consistent 3M branding of the tee markers, we had a crew member dedicated to placing the markers each hole. 3M also provided the 3M hats. Our graphic animators created the 3M branded graphics for each shot with the shot number, name and par value. Also, one of our clothing partners UNRL, created 3M branded golf polos for the players to wear during the shoot. Lastly, we shot this episode in mid-May to give enough post-production time for the final edit to be approved and posted well in advance to promote the 3M Open golf tourney in the Twin Cities later that summer. To bring viewers to information for the 3M Open there was a ticket link for the event provided embedded in the video, on a final graphic as well as on the description of the video. Lastly, the editor utilized still photography photos to better promote the 3M branding in the final edit.
The two episodes were a big success for both the organization and the partner. There were big milestones achieved, primarily through social media platforms that include:
YouTube
Meta
Twitter (X)
