NBC Sports wanted to start the conversation ahead of The Open Championship while honoring its British origins. In addition, we needed to drive viewership for those early morning tee times at Royal Liverpool across the pond.
Leaning into British traditions, we gave fans and influencers reason to wake up for tee time—or tea time—with a custom "Pin High Tea" set featuring an original painting from golf artist Heather Blanton on the tea cup.
We then sent our kit to select influencers and celebrities and invited golf fans everywhere to "spill the tea" on their morning routine to prepare for watching live tee times across the pond at dawn, stateside.
Our Pin High Tea sets generated content from the likes of comedian Rob Riggle, Brian Baumgartner from "The Office", Ben Higgins from "The Bachelor", ESPN's Trey Wingo, WWE superstar Baron Corbin, golf influencer Carlee Shoemaker and more.
Our PR kit drove engagement heard across the gallery on our influencer’s social channels and on-air.
