Compared to most athletes, golfers can seem a bit stoic. So how do you make the Ryder Cup a must see event, even for those who think golf can be boring? We dramatized the intense emotion unique to this event and aired spots during the Olympics on NBC. Result: the most-watched Ryder Cup Week, and most-watched day in network history.
The campaign also featured banner ads on the websites of NBC, NBC Sports and Golf Channel.