A Look at Washington Athletics’ Uniform Reveal

Washington Athletics is celebrating a new era with a new look. This week they unveiled their Nike uniforms online, and they did a fantastic job with their online campaign.  Below are four keys to their success:

1. They varied content.
Washington fans were treated with many options when it came to consuming the information on the uniform reveal. Whether fans wanted to watch a video, go through a photo gallery, take a walk down memory lane or enjoy a pretty visual presentation on Exposure, the options were there. Here’s a list of everything they put together:

• Complete photo gallery on Exposure.
• Uniform unveil video.
• Detailed infographic.
• Press release.
• Husky uniforms through the years.
• Player reaction video.
• Nike images.

Varying content makes all the information more entertaining. People have attention spans of seven seconds or less, and you have to find a way to grab their attention and keep viagra online there. Varying content is one way to do so.

2. They found the story and emotion.
Uniform reveals don’t always have a personal touch, but Washington tapped into their behind-the-scenes access to tell the story from the player’s point of view with this reaction video below:

I really liked how Washington uploaded the uniform unveil video that the players saw for fans to watch online too. If a fan watched the unveil video, and then watched the players’ reactions (and saw them watching the same thing), they had to feel a connection to that moment. Pretty cool!

For an athletic department, team or league, social media is an opportunity to tell a story and give fans an inside peek into your world. With every campaign, it’s important to find that emotional element or behind-the-scenes piece.

3. They explained the why.
With uniform unveils you are always going to have the people who prefer history over the new, bright and shiny.  Washington helped to counter this by creating a detailed infographic that explained the why behind the changes and gave meaning to the new uniforms.  It was visually interesting and an important piece that helped to educate their fans, hopefully soothing some of the resistance that comes with change. 

4. They tied it all together.
With so many moving pieces to the puzzle, Washington created a hub on gohuskies.com that was a one-stop shop to all the new uniform information. When you have a campaign with so much content it’s important to find a way to tie it all together.  The key to success is finding creative ways to push it out across all your platforms, while driving people back to the hub to explore on their own.

0