The GOOD Games
Capturing the energy of a three-day festival of sport, play and community, and turning it into same-day content people wanted to watch and share.
- Client
- The GOOD Games, via WEE Marketing Agency
- My role
- On-site Content Producer
- Timeline
- February 2026 · 3 days
- Location
- Calgary, Alberta
- 85.8K+
- Total views
- 22.8K+
- Accounts reached
- 50K+
- Views on the top video
- 99%
- Of views from organic content
Instagram, February 12–16, 2026. 85,368 of 85,841 views came from organic content, with almost nothing from ads.
At a glance
Challenge
Make a live festival with many activities happening at once feel exciting online, while it was still happening.
Approach
Prioritize the moments that tell the story, then film, edit and publish the same day.
Result
85.8K+ views and 22.8K+ accounts reached in five days, almost entirely organic.
01
The challenge
The GOOD Games is a Canadian festival celebrating sport, play and community, bringing together traditional sports, Para sport, Indigenous sport, cultural experiences and interactive activities. It was developed in partnership with Tourism Calgary.
Live events are a unique marketing challenge. With multiple activities happening at once, content has to capture the most compelling moments while keeping pace with the event, and it has to publish fast enough to stay relevant while people can still come.
02
My approach
I worked on-site across all three days, coordinating with organizers to capture, produce and publish real-time content. My role went beyond filming to deciding what to cover, when to post and how to adapt.
Prioritize the story
Worked with organizers to pick the moments that showed the festival’s energy and made viewers imagine joining in.
Same-day production
A workflow that moved content from filming to editing to publishing within the same day.
Immersive storytelling
Fast-paced edits and audience-eye perspectives that showed what it felt like to be there.
Adapt to performance
Monitored audience response and shifted creative priorities as the weekend unfolded.
Photos: The GOOD Games
03
Results
- 85.8K
- Views
- 22.8K
- Accounts reached
- 1.5K
- Content interactions
- 50K+
- Top video views
Nearly every view came from organic content. That’s timely, experience-driven storytelling extending the festival’s reach well beyond the people in the building.
Featured content
@thegood.games on Instagram ↗
04 · Takeaway
Real-time content works best when speed is backed by strategy: knowing the audience, spotting the moments that matter and adapting as the event unfolds.