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Writer's pictureBo Matthews

What Bryson DeChambeau’s Hole-in-One Challenge Teaches Us About Viral Marketing

Bryson DeChambeau may not have been the most adored figure on the pro golf circuit. Known for his complaints, slow play, and run-ins with other golfers, his image needed some positive rebranding. Enter his ingenious Hole-in-One Challenge. If this campaign didn’t hit your social media feeds recently, let’s break it down and uncover the marketing lessons behind his viral success.


The Concept:For 16 days, Bryson took on the ultimate challenge: hitting a hole-in-one over his house. The rules were simple but engaging:


  • Day 1: One attempt.

  • Day 2: Two attempts.

  • Day 3: Three attempts... and so on.


On Day 16, he finally succeeded, landing the hole-in-one after 134 total attempts.


But the journey was the real story, and the numbers speak for themselves:


  • 16 videos.

  • 81.4M views.

  • 7M likes.

  • 450K new followers




Why It Worked:


  1. Daily Engagement Creates Anticipation:Each day built momentum. Fans tuned in not just for the hole-in-one but for the process, failures, and the suspense of "Will today be the day?"


  2. Universal Appeal:This wasn’t just for hardcore golf fans. Families, kids, and even non-golfers could appreciate the perseverance and creativity. For instance, a golf course created its own version of the challenge, and a little boy’s Day 6 success, captured by his dad on their roof, went viral and was featured on the Today Show.



  1. Relatable Content:It wasn’t about being perfect; it was about persistence. Fans related to Bryson's determination, humanizing a golfer who had often seemed distant or unapproachable.


  2. Interactive and Inclusive:By inspiring others to recreate the challenge, Bryson involved the broader community. Fans became creators, extending the campaign's reach far beyond his TikTok.


  3. Storytelling at Its Best:Each day was a chapter in a larger narrative. By the time he hit the hole-in-one, the audience felt like they’d been part of the journey.


Lessons for Creators, Brands, and Artists:


Bryson's campaign is a masterclass in leveraging consistency and storytelling to build engagement. Here’s how you can apply it to your own projects:


  1. Find Your "Daily Challenge": Is there something you can try daily that will resonate with your audience? Whether you’re a radio host, artist, or influencer, daily efforts create routines that fans will want to follow.


  2. Make It Relatable: Your audience doesn’t need perfection. They crave authenticity. Show your struggles, your attempts, and your human side.


  3. Invite Participation: Involve your fans. Challenges that encourage your audience to recreate, duet, or participate are more likely to gain traction.


  4. Tell a Story: Every piece of content should contribute to a larger narrative. Keep people invested in what’s coming next


  5. Success Leaves Clues: Bryson’s success isn’t just about golf. It’s about creativity, consistency, and community. Look for clues in his campaign and think about how you can replicate these principles in your field.


Conclusion:


Whether Bryson dreamed this up himself or has a marketing genius behind the scenes, the results are undeniable. He not only elevated his image but also reminded us that creativity and connection are key to winning over audiences.


So, what’s your challenge? Find it, share it, and bring your audience along for the ride. You might just go viral.

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