sunny.png
Wednesday May 18th, 2022 12:20PM

NFL teams use engaging videos to elevate schedule release

By The Associated Press
Related Articles
  Contact Editor

The biggest day on the NFL calendar for social media departments at the 32 teams isn't a game, the draft or the start of free agency. It is schedule release day.

Much like coaches spend hours game planning, digital departments have spent months planning and shooting videos that will go live when the entire 2022 regular-season schedule is released Thursday night.

Most teams are sparing no expense to come up with unique ways to showcase their upcoming slate.

“Schedule release for us is kind of our Super Bowl in the digital sports club world,” said Derek Eagleton, the Dallas Cowboys' vice president for media and programming.

The Cowboys had one of the league's top videos last year with rapper Post Malone delivering the schedule as “The Postman” to Jerry Jones. It also included cameos from quarterback Dak Prescott and running back Ezekiel Elliott.

Getting the Grammy nominee to participate ended up being an easy task. Post's father is Rich Post, the assistant director of food and beverage for the Cowboys.

The release videos can run the gamut on style. Some go the animation route, others have incorporated brainstorming sessions where they can highlight different ideas. The Kansas City Chiefs opted to have coach Andy Reid discuss looking forward to the challenge of each opponent while the Pittsburgh Steelers used Legos to build their schedule.

In the case of the Denver Broncos, they have been looking at ways to top last year. Their video of Peyton Manning as an intern won a Webby Award in the Sports Social Video category.

“It’s definitely a challenge to kind of come up with creative ideas year after year, especially after we had such a successful one last year,” said Caroline Deisley, the Broncos' senior manager of social media strategy. "It's almost stressful, because as we’re trying to come up with our own idea, you’re wondering what the other 31 teams are going to do and hope that your video tops that.

“Sometimes it's a really high-budget, heavily produced video that looks really cool. Or it’s more kind of like what we did last year with Peyton where we spent $2.99 and filmed it in 30 minutes. It was just his comedic timing, and kind of I can’t believe you got Peyton Manning to do this, that led to the success there."

Marc Ganis, the president of sports consulting firm Sportscorp Ltd., said the team productions evolved from them seeing the activity on social media once the schedules were released.

“It grew organically after teams saw how many retweets the schedule would get along with conversations about which games fans were planning on attending or other fan bases talking at each other once the dates were known,” he said. “Now it is one of the tentpole events on the NFL calendar and has been a way for the league to stay in the headlines in May after the draft.”

The Seattle Seahawks had one of the first viral schedule release videos in 2016 when they did “ Making the Schedule. ” The two-minute video showed ingredients being put together to bake cupcakes, followed by cupcakes showing each team.

The competition began to ramp up in 2019 when Atlanta released a “Game of Thrones”-themed video and Carolina did retro video games. Last year, Cleveland was the only team that didn't do a short schedule release video. The Browns opted to do a half-hour special.

“We’ve known and seen how heavily invested clubs are in their content production. They have top equipment and top talent. They’re essentially full production houses,” said Gazelle Rezvan, an account manager for club relations. “It’s not just the best of the NFL, it’s amazing content.”

The videos also are a good way for teams to promote sponsors and ignite ticket sales. Most teams have opted to put single-game seats on sale as soon as the schedule has been released.

Laura Lefton, NFL VP of club business development, said ticket sales for the couple days following the schedule release were up 150% compared to 2019.

While most teams change ideas annually, the Los Angeles Chargers stick to a consistent theme each year — poking fun at their opponents' fan bases. The 2019 schedule video featured stock footage and last year's was edge rusher Joey Bosa leading a PowerPoint presentation that included subtle jabs at each city.

Most see it as good fun. However, the Cleveland Fox TV affiliate sent a care package after the PowerPoint slide went to the Cleveland “Mistake on the Lake” nickname and added there was nothing to do there.

Jason Lavine, Chargers vice president of content and production, said the irreverent brand of humor is one reason the organization won a Webby for one of the best social media accounts,

“Our voice is fun. This organization has embraced fun, and a part of having fun is not only being able to like making fun of yourself, but you got to have fun with others," he said. "We’re never going after teams as much as we’re going after the fan bases and maybe the culture of the city.”

Like others around the league, Lavine is interested in seeing what other teams have up their sleeves this year as well as the reception the Chargers' video will receive.

“I think anyone who works at a team would tell you it's like I think we get a little bit snickered at because we are team media. There’s a simple sense of like, well, they’re lesser in some respects. But we firmly believe that we can compete and create at any level,” he said.

___

More AP NFL: https://apnews.com/hub/nfl and https://apnews.com/hub/pro-32 and https://twitter.com/AP_NFL

  • Associated Categories: Associated Press (AP), AP Sports, AP Online Football, AP Business, AP Online - Georgia News, AP Sports - NFL
© Copyright 2022 AccessWDUN.com
All rights reserved. This material may not be published, broadcast, rewritten, or redistributed without permission.
Lawyers: Nearly $1B tentative settlement in condo collapse
Lawyers representing families of victims and survivors of the condominium collapse in Surfside, Florida, last June have told a judge that they've reached a nearly $1 billion tentative settlement
7:44PM ( 3 minutes ago )
Clarence Dixon dies in Arizona's 1st execution since 2014
An Arizona man convicted of killing a college student in 1978 has been executed after a nearly eight-year hiatus in the state’s use of the death penalty brought on by a previous execution critics say was botched and difficulty that officials faced in sourcing lethal injection drugs
7:41PM ( 6 minutes ago )
NFL teams use engaging videos to elevate schedule release
The biggest day on the NFL calendar for social media departments at the 32 teams isn’t a game, the draft or the start of free agency
7:40PM ( 7 minutes ago )
Associated Press (AP)
Guardians hit with COVID-19 outbreak, manager Francona out
The Cleveland Guardians are dealing with a COVID-19 outbreak that has sidelined manager Terry Francona and several of the team’s coaches, leading to the postponement of their series finale against the Chicago White Sox
6:55PM ( 52 minutes ago )
Nikola Jokic captures 2nd straight NBA MVP title
Denver Nuggets big man Nikola Jokic has earned a second straight NBA Most Valuable Player trophy to become the second consecutive international player to win two in a row
6:41PM ( 1 hour ago )
Riding a tricycle! Yelich record-tying 3rd cycle, Brews fall
Christian Yelich hit for a record-tying third cycle — all of them against Cincinnati — but the Milwaukee Brewers’ rally fell short in the ninth inning in a 14-11 loss to the Reds
6:08PM ( 1 hour ago )
AP Sports
Kicker's lawsuit could shed light on Meyer's time with Jags
Placekicker Josh Lambo’s lawsuit against the Jacksonville Jaguars could uncover more details about former coach Urban Meyer’s tumultuous NFL tenure
12:34PM ( 7 hours ago )
Pillen beats Trump's candidate in Nebraska governor primary
A University of Nebraska regent, Jim Pillen, has won the state’s crowded Republican primary race for governor over a candidate endorsed by Donald Trump
12:52AM ( 18 hours ago )
Election 2022: Pillen wins GOP primary for Nebraska governor
Nebraska hog farm owner and veterinarian Jim Pillen has won the state’s crowded Republican primary race for governor, overcoming another conservative endorsed by former President Donald Trump
11:29PM ( 20 hours ago )
AP Online Football
Coinbase loses half its value in a week as crypto slumps
Cryptocurrency trading platform Coinbase has lost half its value in the past week
6:56PM ( 52 minutes ago )
Democrats seek criminal charges against Trump Interior head
Democrats on the House Natural Resources Committee have asked the Justice Department to investigate whether a Trump administration interior secretary engaged in possible criminal conduct while helping an Arizona developer get a crucial permit for a housing project
6:29PM ( 1 hour ago )
Quick Senate OK ahead for House-passed $40B aid for Ukraine
Final congressional approval of a $40 billion Ukraine aid bill seems certain within days
6:11PM ( 1 hour ago )
AP Business
Devers' slam leads Red Sox, clean-shaven Cora over Braves
Rafael Devers hit his first career grand slam and the last-place Boston Red Sox broke out for clean-shaven manager Alex Cora in a 9-4 win over the Atlanta Braves that ended a five-game skid
12:13AM ( 19 hours ago )
Cora hopes clean shave changes luck for last-place Red Sox
Red Sox manager Alex Cora shaved his beard before Tuesday night's game against the Braves, hoping a new vibe might help Boston snap its five-game losing streak
8:00PM ( 23 hours ago )
Austin Riley first of 4 champion Braves to go to arbitration
Third baseman Austin Riley became the first of four members of the World Series champion Atlanta Braves to go to a salary arbitration hearing, asking for $4.25 million rather than the team’s $3.95 million offer
6:04PM ( 1 day ago )
AP Online - Georgia News
Fake marina with fake water steals show at Miami Grand Prix
Formula One pictured a race in Miami and envisioned sun, sand, beaches and boats
3:07PM ( 4 days ago )
Dan Ventrelle out as Raiders team president
Las Vegas Raiders team President Dan Ventrelle has left the organization less than a year after taking the job
8:50PM ( 4 days ago )
Column: Spring football league's time has come ... and gone
This was once an idea that had so much promise
5:22PM ( 5 days ago )
AP Sports - NFL
Clarence Dixon dies in Arizona's 1st execution since 2014
An Arizona man convicted of killing a college student in 1978 has been executed after a nearly eight-year hiatus in the state’s use of the death penalty brought on by a previous execution critics say was botched and difficulty that officials faced in sourcing lethal injection drugs
7:41PM ( 7 minutes ago )
Ukraine to hold first war crimes trial of captured Russian
Ukraine's top prosecutor says the country plans to hold its first war crimes trial of a captured Russian soldier
7:22PM ( 26 minutes ago )
US finds 500 Native American boarding school deaths so far
A first-of-its-kind federal study of Native American boarding schools that for over a century sought to assimilate Indigenous children into white society has identified more than 500 student deaths at the institutions so far
7:17PM ( 30 minutes ago )
Court: California's under-21 gun sales ban unconstitutional
A federal appeals court has ruled that California's ban on the sale of semiautomatic weapons to adults under age 21 is unconstitutional
7:16PM ( 32 minutes ago )
Live updates | Russia-Ukraine War
Some lawmakers say final congressional approval of a $40 billion Ukraine aid bill seems certain within days
7:08PM ( 40 minutes ago )