Way to Play x BNP Paribas Open wins Chief Marketer’s top Social Media award in 2024

Way to Play is delighted to announce that its work with the BNP Paribas Open has been selected as Campaign winner for ‘Best use of Social Media’ by Chief Marketer - “a one-stop “power portal” for marketers that brings together ideas and perspectives from the industry at large” - with over 1.6 million readers across its global portfolio of brands.

Andreas Plastiras, Founder of Way to Play was delighted to learn of the award:

”It is testament to our work with the wonderful team at Desert Champions - work which commenced many months prior to the 2024 tournament. We are already putting firm plans in place to ensure 2025 is the biggest and best yet.”

This campaign featured a robust social media plan in order to reach new and existing audiences—chiefly, casual tennis fans and experience seekers, such as millennials and Gen Z. The activation was targeted to Instagram and TikTok, focusing on fun, high class vertical video, displaying fresh split-screen formats, capturing emotion and fresh points of view. The team collaborated with influencers, including Morgan Riddle, Zendaya and Tom Holland, to cut-through into new audience niches aligned to fashion, film, beauty, music and food, reaching 165m accounts, a tournament record, and received over 241m views/plays across video content.