This is the start of a new series on the blog that will highlight three quick, winning moments or initiatives from a specific team or league. I often write about big moments, campaigns or pedobearpics.com posts, but I want to take some time to highlight top plays from teams too. My hope is this series lets me highlight more teams/leagues and brings quick ideas to the table for you.
I’m kicking this off with the Oakland Raiders. If you don’t follow them, go ahead and do so on Facebook, Twitter and Instagram. It’s clear they took time in the offseason to define their voice, look and feel and content. From a stellar black and white look to a great rallying hashtag (#CreateYourGreatness), the Raiders are killing it on social. And while there’s a lot we could talk about from their approach, here are three #smsports plays that stand out from the Raiders:
No. 1- Home Campaign
This summer the Raiders launched a fantastic brand campaign called “Home”. The simplicity and emotion in the campaign was top-notch, and it was also integrated well across social media. The campaign pays homage to their fans, community and the varying definitions of home. I wish more teams and leagues tapped into the emotion of sports way beyond the scores. Two of the sports are below:
What I love most about home is who I share it with. #HOME #RaiderNation http://t.co/EDOHvs9xCY
— Las Vegas Raiders (@Raiders) July 9, 2015
Greatness Is Homemade. #HOME #RaiderNation http://t.co/4ViYtOBGjl
— Las Vegas Raiders (@Raiders) July 8, 2015
Aside from the spots, the Raiders also released mantra graphics on social. All too often brands share spots and walk away from. Campaigns aren’t just a one-off thing anymore. Social media allows us to celebrate and permeate the sentiment in campaigns year round (or until the next one). Get the most out of your campaign and think about pieces made for social media you can carry throughout the year, like the Raiders did.
Home is where your heart is.http://t.co/CITrWH0Ztu pic.twitter.com/7vAghQnFnj
— Las Vegas Raiders (@Raiders) July 14, 2015
What I love most about home is who I share it with. #HOME #RaiderNationhttp://t.co/CITrWH0Ztu pic.twitter.com/M5jKbKPVwa
— Las Vegas Raiders (@Raiders) July 12, 2015
Greatness Is Homemade. #RaiderNation #HOME
Watch: http://t.co/1B7OzuWLWH pic.twitter.com/Pc9BOmzAub
— Las Vegas Raiders (@Raiders) July 9, 2015
No. 2- Simple for the Win.
When the infographic trend first hit the social media market a couple years ago, the idea was to cram as much information into them as possible. They treated infographics like stats for media…. more is better. In reality though, consumers and fans want to consume information quick.
The Raiders have nailed small-scale infographics that are quick and easy for fans to enjoy. They are a great example of how simple often wins.
No. 3- Responding to high-profile fans.
Carson Daly gave the Raiders a shout out on the Today Show recently, so the team sent him a personal invitation. Who knows, the shout out could lead to a great moment (to share on social, of course):
Hey @CarsonDaly, we heard the love you gave us on @TODAYshow this AM.@JustinTuck has a special invitation for you: http://t.co/yREiMVBJDK
— Las Vegas Raiders (@Raiders) September 10, 2015
Having high-profile advocates on your side is important, even for sports teams. It can bring in a new audience and some pop culture relevance. Anyone working for a team should keep an eye out for mentions (online and offline) from celebrities, influencers, etc. and capitalize on the traction. Be creative, too!
What do you stands out to you about the Raiders’ social? Share your thoughts below!
Thanks for reading!
Also notable, albeit not digital: they’ve extended the theme beyond just social media and are using the same imagery on their billboards and other signage here in the Bay Area. A great example of a really well-rounded branding effort! (And that’s even coming from a Broncos fan.)