10 Twitter Wins from the NFL’s Divisional Weekend

By Jessica Smith On January 12, 2015 In Best Practices, Twitter

We all know by now that Twitter + sports are a perfect pair. If there’s on-the-field action happening, Twitter is bound to be buzzing. This weekend was no different as the NFL Divisional Rounds took the platform by storm. Just look at the chatter around the #NFLPlayoffs:

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Each game hashtag also generated a lot of buzz (according to Topsy): #INDvsDenver garnered 49,978 tweets, #DALvsGB had 269,448, #CARvsSEA with 66,953 and #BALvsNE earned 118,933. Yes, it was a big weekend on Twitter filled with lots of NFL chatter.

On the team side, each account had off-the-chart engagement and millions of impressions. These Twitter wins didn’t just happen with luck and chance though, it’s clear the teams put time, energy, thought and prep work into their playoff coverage. The content was good and hard work paid off.

After scouring each team’s content (and some other accounts), I’ve complied a list of the biggest winning Twitter trends. I hope there’s something here that will inspire you in your work:

 

No. 1- Inside access content.

I’m a big believer in letting fans inside a team’s journey; it’s key to telling a team’s story. Not only that, but it creates a more emotional ride for the fan and is content a team can own all their own. The behind-the-scenes content was still far and few between for Divisional Weekend, but when teams offered any kind of “insider” angle, the engagement was great.

While there is room for more behind-the-scenes content, I’m happy to see teams putting fans inside the huddle, giving them a peek into the locker room and showing them what it’s like to be on the sidelines. Teams are starting to let fans follow along on the emotional journey. More of it, please:

https://twitter.com/Patriots/status/554027448677842945

 

No. 2- Leveraging players.

After the wins and losses, I saw many teams retweeting what their players had to say. This might seem like a simple one, but it isn’t always done.  Leveraging tweets from players in some form or fashion, whether it’s through a simple retweet or a Storify, is another great example of how teams can let fans in on the personal journey. No one can speak to what it’s like to be on the field better than the players. Leverage the story they tell.

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No. 3- Sports version of real-time marketing.

While the sports industry doesn’t have to resort to gimmicks like real-time marketing, I love seeing teams jump in on other game chatter when it’s relevant. This weekend I saw two great examples of teams leveraging real-time content.

The first example is from the Detroit Lions. They had a HUGE win during the Greenbay – Dallas game when they decided to capitalize on a moment that was eerily familiar to them. The result was perhaps the most retweeted tweet of the entire weekend. Pretty awesome for a team that wasn’t even playing:

The second example comes from the Seahawks. And while this was definitely planned real-time content, it’s hilarious, fitting and oh so perfect:

 

No. 4- Team-focused GIFS.

GIFS are all the rage in sports right now. Pop culture ones are okay every now and then, but it’s great when teams focus on their players and personnel. GIFS done right can add humor and help to personalize a team. Here are a few examples of my favorites. I’d love to see more focus on GIFS like these:

GIFS do take prep work: Create several with footage you already have, and then keep in the can for appropriate moments. When leveraged at the right time, they make for really golden content.

 

No. 5- Losses handled.

I’m a big believer in team’s handling losses on Twitter. Too often we see teams who simply go silent when they don’t get the win. As someone said on Twitter (and if you know who it is, let me know so I can give them credit): If the guys on the field can face it, then so can the guy behind the keyboard. I think losses are an opportunity to empathize and relate with fans. It is also a great opportunity to thank them. It’s all in how you craft the copy.

The teams this weekend did not just walk away. Here’s a look at how they handled their losses:

I realize these situations aren’t black and white, but I think it’s good for teams to handle losses when they can. Losses are part of the story and the journey. In my opinion, it only makes sense to cover them.

 

No. 6- Quotable content. 

Quotes from press conferences and media sessions are an easy way to get content, while tapping into the emotion of the game. And, emotion always wins when it comes to content.  Many of the teams turned quotes into great graphics and Vines.  You can never go wrong with a strong, emotional quote:

https://twitter.com/packers/status/554287819741339650

 

No. 7- Stellar fan engagement.

I’ve said this before and I’ll say it again: The Seahawks get what it means to cater and engage with their fans. They appreciate their fans and take the time to show it. This weekend they took their engagement up a notch, adding a personal touch and having some fun:

Teams need to take note. Twitter isn’t just a broadcast platform, but a way to build deeper connections with fans. Be human: engage and converse. When a team engages with fans in a fun way (like the examples above), there is a good chance they will retweet and spread the content even more. It’s a win – win for all.

 

No. 8- Teams supporting teams.

This weekend a lot of teams from other leagues supported their hometown team. This is a great way to build a community on Twitter and show a more human side. Fans love it too. Bottom line, it’s great seeing teams supporting teams:

 

No. 9- Simplicity. 

Sometimes simple is best. And yes, I mean really simple. As these tweets show below (look at the engagement), you don’t have to always get fancy or complicated:

 

No. 10- Sharp graphics. 

It was impressive how quickly teams turned out score, stats and other graphics this weekend. When you put the work in on templates beforehand, the results are worth it. Here are some great examples of the graphics created:

 

So there you have it: My 10 favorite Twitter trends and wins from the Divisional Rounds. I hope something serves as inspiration to you in your work.

 

What teams stood out to you this weekend on Twitter? Highs and lows? Share your thoughts below.

Thanks for reading! 

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