The DP World Tour has today been announced as the winner in the Best Use of Social Media category at the International Sports Awards 2021.
The award is given to a sporting organisation that has shown industry leading innovation in engaging and building up new communities through its social media content.
It follows another terrific year for the Tour’s social media team, with the awards judges focusing on three landmark pieces of content. Firstly, Angry Golfers, a mockumentary style film centred around an anger management therapy session that reached more than 12million people on the Tour’s social media channels.
Chase the Ace 50/50 saw Rory McIlroy and Justin Thomas compete to see if they could make a hole in one if given 50 attempts. This surpassed Angry Golfers to become the Tour’s most engaged with video of all time.
Finally, The Farthest Golf Shot Caught in a Moving Car, an ambitious Guinness World Record attempt in partnership with Callaway, received a record 39million video views.
Keith Pelley, Chief Executive of the European Tour group, said; “By producing clever, funny and relatable content, the DP World Tour has earned a reputation as a sporting social media innovator. Our content in 2021 has typified this - achieving significant reach, engaging new audiences, and authentically profiling commercial partners. Industry accolades are fantastic validation of our hard work so we’re delighted that the International Sports Awards have named us as having the best use of social media this year. It was tough competition, so well done to our fantastic team of producers and digital specialists.”