Once again, Turner Sports turned to Mass Relevance with the goal of increasing event buzz and amplification. The Ryder Cup 13th Man experience provided exactly that - a social base for fans, followers, and viewers to become the tournament's 13th Man, an integral, valuable, socially engaged participant.
Infusing a social experience with a major sports event, Mass Relevance amplified engagement by enabling fans and followers to take part and tune into viewer conversations. We launched a hashtag battle between US and Europe that showed which team was garnering the most votes and accumulating the most conversation. An official scoreboard, reset each day, revealed which players and topics were getting the most buzz, and a "Tweet of the Moment" displayed official Tweets from teams, sponsors, and players.