The BNP Paribas Open – or Indian Wells, as it’s widely known – is often considered by fans and players as ‘the fifth grand slam’. The tournament has generated its reputation through historic campaigns featuring the absolute best of the sport. This year, their brief to Way To Play was simple – they want to be the most followed tournament outside of the four grand slams. We partnered with the sports marketing agency to execute on the paid social component to their strategy.