It’s officially football season, which also means is officially hype season. And, it’s my favorite time of the year for inspiration. So many teams start the year through an emotional lens with their hype videos. This videos set the foundation of what this season and their team is all about. The emotional lens makes for powerful content.
Here’s the thing: Marketing in sports is not about covering the team. It’s about bringing the brand to life. It’s about the highs, the lows, the hope, the energy and the connection between the team, the community, the fans. Teams need to tell these stories.
For inspiration, I’ve curated a collection of some of the strongest hype videos from the start of the NFL season. These pieces show the power in creating a narrative that goes well beyond the scores. Enjoy:
Carolina Panthers – Midfield Logo Unveil
The Panthers could have easily produced a standard field prep video to unveil their midfield logo. But instead, the Panthers wove together the story of why this logo and their team is bigger than football. It’s about their brand, their fans and all that it stands for. The emotion in this one will bring you chills.
The wait is over. #KeepPounding pic.twitter.com/isJYGwXOoH
— Carolina Panthers (@Panthers) September 8, 2018
Atlanta Falcons – Welcome To Atlanta
In true Atlanta flavor, the Falcons enlisted Ludacris and Jermaine Dupri to put together a remake ‘Welcome to Atlanta’ that is sure to get fans hyped. I especially love the intersection of sport, music
We're bringing the 🅰️ to them. @Ludacris and @jermainedupri are putting everyone on notice. #InBrotherhood pic.twitter.com/nHGoeI2KD7
— Atlanta Falcons (@AtlantaFalcons) September 5, 2018
Philadelphia Eagles – Only the Beginning
The Eagles delivered hype like only the defending Super Bowl Champs can. This one needs no other commentary, just watch.
This is only the beginning.#FlyEaglesFly pic.twitter.com/NX97oEjDvw
— Philadelphia Eagles (@Eagles) September 5, 2018
Cincinnati Bengals – Seize the Dey
Like the Falcons, the Bengals tapped an artist (Nappy Roots) to help celebrate football being back. I absolutely love how they parallel fans and players prepping. Plus, this is a hype video that simply makes you feel good.
Bengals football is back. 🏈 #SeizeTheDEY
— Cincinnati Bengals (@Bengals) July 26, 2018
(Music 🎶: @NappyRoots) pic.twitter.com/XAmHMfuEFe
Dallas Cowboys – This Is Our Moment
The Dallas Cowboy’s hype video is a sort-of redemption video. It walks up to the tough year they had last year, but then moves forward to the moment now. And, I think acknowledging the struggle helps provide some tension and a strong narrative.
This is OUR moment.#DallasCowboys#DALvsCAR » 3:25 PM CT » FOX https://t.co/WrWhMFCvUu
— Dallas Cowboys (@dallascowboys) September 7, 2018
New England Patriots – Make Our Own Noise
This video, with its opening, is another great example of the power of tension. The Patriots know everyone loves to talk about Brady, his age, etc. For their team it just adds fuel to the fire; this video hints at that.
Baltimore Ravens – Greatness, Always More
The Ravens tap into the theme of Always More, which feels like a nod to Edgar Alan Poe’s Nevermore. I love the subtle nod to something so very Baltimore. The video is extremely well produced, so much that it feels like it could be a Nike or Under Armour video.
Greatness is about giving everything. That’s what the Flock expects. And we will accept nothing less. #RavensFlock pic.twitter.com/7CS0WNAwad
— Baltimore Ravens (@Ravens) September 6, 2018
Pittsburgh Steelers – Men of Steel
The Steelers focus on four main points – history, family, tradition
History.
— Pittsburgh Steelers (@steelers) September 6, 2018
Family.
Tradition.
And Steel.#HereWeGo pic.twitter.com/Sia5XePMsV
Buffalo Bills – House of the Rising Sun
The Buffalo Bills made a Bills-inspired rendition of the classic song. It’s one of those music choices that it’s so different, it’s powerful.
The sun is rising on the 2018 season.
— Buffalo Bills (@BuffaloBills) September 6, 2018
And we're ready. #GoBills pic.twitter.com/bYibmS2BSN
Indianapolis Colts – Forged
The Colts video is well edited and has a nice blend of highlights and community/fan footage. The thematic plays into the Hoosier mentality of hard work and earning something.
Tomorrow is ours to earn. So let's get it. #ColtsForged https://t.co/MIFANVAsG9
— Indianapolis Colts (@Colts) September 6, 2018
Tampa Bay Buccaneers – Raise the Flag
This piece from the Buccaneers is another great example of going beyond a highlight reel to articulate what your organization stands for. It’s bigger than football. And when you watch this, you get a sense of that.
Together, we are the Tampa Bay Buccaneers.#GoBucs | #Kickoff2018 https://t.co/qJJnfqvZyI
— Tampa Bay Buccaneers (@Buccaneers) September 6, 2018
As these videos above show, an investment in emotional storytelling and content well beyond the scores is an investment in a team’s brand. And I really believe, it’s our job to champion the brand, the players and the organization. More of this type of work, please.
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