NFL teams use engaging videos to raise the profile of the release schedule

The biggest day in the NFL calendar for the social media divisions of the 32 teams isn’t a free game, project, or agency start. It’s schedule release day.

Just as coaches spend hours planning the game, digital divisions have spent months planning and filming videos that will be broadcast live when the full 2022 regular season schedule is released Thursday night.

Most teams spare no expense to come up with unique ways to showcase their upcoming roster.

“The schedule release for us is kind of a Super Bowl in the world of digital sports clubs,” said Derek Eagleton, Dallas Cowboys vice president of media and programming.

The Cowboys had one of the best videos in the league last year with the rapper Send Malone Delivery Table As “Postman” by Jerry Jones. It also included cameos from quarterback Duck Prescott and linebacker Ezekiel Elliott.


Getting a Grammy nominee to participate is now an easy task. Post’s father is Rich Post, assistant director of food and beverage at the Cowboys.

Released videos can play color gamut by style. some go cartoon road, Others included brainstorming sessions Where they can bring out different ideas. Kansas City Chiefs picked discuss coach Andy Reed Looking forward to this challenge From each opponent while The Pittsburgh Steelers used Legos to build their schedule.


In the case of the Denver Broncos, they were looking for ways to get to the top last year. Their video of Peyton Manning as a trainee won a Webby Award in the Sports Social Video category.

“It’s definitely a challenge to come up with creative ideas year after year, especially after we had such successful ideas last year,” said Carolyn Disley, senior director of social media strategy at the Broncos. “It’s almost exhausting, because we’re trying to come up with our own idea, you’re wondering what the other 31 teams are going to do and hope your video tops it.

“Sometimes it’s a very expensive, heavily produced video that looks really cool. Or a bit like what we did last year with Peyton where we spent $2.99 ​​and shot it in 30 minutes. It was just his comedic timing, and I kind of can’t believe you made Peyton Manning do that.” Which led to success there.”

Mark Gunness, president of sports consultancy Sportscorp Ltd. The team’s productions evolved from their vision of activism on social media once the schedules were released.


“It grew naturally after teams saw the number of tweets the schedule would match with conversations about which game fans were planning to attend or other fan bases talking to each other once the dates were known,” he said. “Now it’s one of the highlights of the NFL calendar and was a way for the league to stay in the headlines in May after the draft.”

The Seattle Seahawks had one of their first viral table release videos in 2016 when they did “Set the Table.” The two-minute video showed the ingredients being put together to bake a cupcake, followed by a cupcake showing each team.

The competition started to escalate in 2019 when Atlanta released a Video “Game of Thrones” Carolina produced retro video games. Last year, Cleveland was the only team that didn’t release a short video. The Browns chose to do a half-hour special.


They have the best equipment and the best talent. They are basically whole production houses, said Gisele Radwan, Club Relations Account Manager. just awesome.”

Videos are also a good way for teams to promote sponsors and spark ticket sales. Most teams have chosen to put up individual game seats for sale once the schedule is released.

Laura Lifton, the NFL vice president of club business development, said ticket sales for the two days following the release of the schedule were up 150% compared to 2019.

While most teams change ideas annually, the Los Angeles Chargers stick to a consistent theme each year – making fun of their opponents’ fan bases. The 2019 video schedule Stock shots appeared and last year was edge-accelerated Joey Bossa leads a PowerPoint presentation That included hidden strikes in every city.


Most people find it good fun. However, the Cleveland Fox TV affiliate sent a sponsorship package after the PowerPoint slide passed on to Cleveland’s nickname “Mistake on the Lake” and added that there was nothing that could be done there.

Jason Lavigne, Chargers vice president of content and production, said the disrespectful brand of humor was one of the reasons the organization won Webby for one of its top social media accounts,

“Our voice is fun. This organization has embraced fun, and part of the fun is not just being able to love making fun of yourself, but having fun with others.” Re-following fan bases and maybe city culture.

Like others across the league, Lavine is interested in seeing other teams roll up their sleeves this year as well as the reception the Video Chargers will have.

“I think anyone who works on a team will tell you that as I think we get a little laughed at because we are mass media. There is a slight sense of admiration, well, it is lower in some ways. But we firmly believe that we can compete and be creative at any level.”



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