How Experiential Activations ReImagined the 2024 Boeing Classic
In today's competitive healthcare landscape, organizations are increasingly seeking innovative ways to connect with communities, elevate their brand presence, and drive philanthropic efforts. Experiential events, particularly those centered around golf tournaments, have emerged as powerful platforms to achieve these goals. The 2024 Boeing Classic exemplifies how integrating healthcare initiatives into major sporting events can rejuvenate live engagement and foster meaningful connections.
A Week of Golf, Community and Purpose
Co-founded by the Seattle Seahawks, Boeing, and Virginia Mason Franciscan Health (VMFH), the PGA TOUR Champions’ Boeing Classic raises funds for VMFH’s Benaroya Research Institute. Playbook Analytics research showed that leaning into the Virginia Mason Franciscan Health/Seahawks partnership could increase ticket sales, media coverage, and reinforce VMFH’s visibility as both the Seahawks’ official healthcare provider and a central figure in the tournament.
Engaging Diverse Audiences Through Interactive Experiences
As part of a long-standing collaboration, Playbook Experiential developed and executed a multi-channel marketing and activation plan for the 2024 PGA Tour Champions Boeing Classic. This included launching the inaugural “Seahawks Village”—a branded fan zone open exclusively during the tournament weekend (August 10–11). Promoted through placements at Seahawks and Mariners games, as well as in the Seattle Times, ESPN Digital, NBC/King5, and more, the interactive space featured appearances by Seahawks legends, a DJ booth, family-friendly activities, and a putting green. These elements created a vibrant, multi-generational experience that resonated with both football and golf fans, enhancing the overall atmosphere of the event.
Amplifying Impact Through Strategic Marketing
The success of the on-site activations was bolstered by a robust media strategy. Boosted social content, player spokesperson campaigns, influencer engagement, and targeted PR delivered measurable reach and relevance, ultimately helping drive attendance and visibility while reinforcing VMFH’s leadership in the region.
Strategic Social Amplification
Real-time social content extended the event’s presence beyond the course, with behind-the-scenes clips, fan moments, and community highlights driving engagement across channels. This amplification helped the event reach audiences who couldn’t attend in person, further solidifying the value of experiential integration.
Is Your Health System Ready to Tee Up Philanthropic Efforts?
If your healthcare organization is interested in exploring the potential of experiential golf events to enhance community engagement and philanthropic impact, let's connect. Playbook Experiential is here to help you build a meaningful and impactful strategy tailored to your goals.
Let’s connect, email us, today!
