We're checking in with this week's Trending Topics including an intriguing new TikTok feature, a new Sprite flavor, NFL schedule reveals, and much more!
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Taylor Swift has had an incredible presence in the NFL this season and the bottom line has reaped the benefits of her fandom! 📰 Print Media: Newspapers and magazines couldn't stop buzzing about Taylor's game day appearance, putting the spotlight on the NFL and the Chiefs like never before! 💻 Digital Platforms: Swift's attendance sparked online conversations, trending hashtags, and viral moments, captivating audiences worldwide and driving traffic to NFL and Chiefs digital platforms! 📻 Radio Waves: Taylor's fandom transcended musical genres, resonating on airwaves everywhere, as DJs and hosts discussed her game day experience, amplifying the NFL and Chiefs' brand reach! 📺 Television: From pre-game coverage to halftime highlights, Taylor's presence commanded attention on TV screens, drawing in viewers and boosting ratings for NFL and Chiefs broadcasts! 🎥 Highlight Reels: Every touchdown, every game-changing play, Taylor Swift's cameo became a highlight reel staple, immortalizing her moment and fueling the NFL and Chiefs' marketing machine! 📱 Social Media: Swifties and football fans alike flooded social feeds with posts, tweets, and shares, spreading the excitement far and wide, and elevating the NFL and Chiefs' social media presence to unprecedented heights!
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All day like. All night like. Our fans like Woo. The NFL is back, and I feel like I'm back in 2006, having just watched the first episode of Friday Night Lights. Wow, wow, wow, the emotion is just dripping off this NFL season kick-off ad. At System1, we test for emotion and emotional intensity. The latter has catapulted this Ad to the 4-star range—2 points higher than the category average. Why is the audience feeling this way? A few components in Advertising set our System1 (right-brain) thinking aflame, and one really fun one is a hummable tune. You might not be able to license an instantly recognizable track every time, but in the case of the NFL, a well-known chant was used to make this spot feel alive. And even if you didn't know it, I guarantee you were singing or bobbing your head by the end. I promise, if you take a listen or two, you too will be chanting through the rest of your day. No more meetings like Woo, inbox zero like Woo, heading into the weekend like Woo... just a few ideas. Check out our Ad of the Week write-up and report: https://lnkd.in/gH4KRZ9Z Amazing job, National Football League (NFL) & 72andSunny I share #Marketing & #Advertising musings; follow for more. Jon Evans Andrew Tindall Jess M. Freddie Laughton Genevieve Norris Melissa Rosenthal Colin Jenkinson Alex Banks
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Social Media Content Manager Freelance Contractor. Ex Emirates FA Cup & Barclays Women’s Super League. Ex Team GB (Rio 2016)
The Super Bowl of social media? NFL schedule release day 🤝 And this year's winner... Los Angeles Chargers 👏 Check out their schedule release here: https://lnkd.in/gXKRbkts So much time, effort, and skill went into this. Look at those numbers for custom builds and MOD downloads 🤯. You might wonder, was it worth it? I think it absolutely was. 🏈 It's art. 🏈 Using The Sims 2 as the theme is brilliant—it’s universally known, allowing all fans to follow the story easily and you can get away with some extra cheekiness 😏 🏈 All the little nods and Easter eggs could lead to repeat watches by fans trying to spot them all, and endless comments once they've found them 🏈 Within one video, you get a perfect snapshot of what to expect from following the Chargers (if you didn't already know). Go hit that follow button. 🏈 It's art. Having so much creative freedom is a blessing for those working in social media/content. It can bring teams together, let everyone flex their creative sides, and (hopefully) you get to see it resonate with your fans. Have you seen a piece that you wished you could have worked on? #digisport | #smsports | #sportsbiz
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Wildcard Weekend - one of the best weekends in sports if you’re an NFL fan. Get This - the National Football League (NFL) is choosing not to broadcast one of the biggest/best games of the weekend (Chiefs/Dolphins) on national TV tonight - the game is being exclusively streamed on Peacock 😑- so many unless you live in Miami or KC markets, it will cost $5.99 to buy a subscription to watch one game for teams outside your market. Look, I get the need to make money - I love capitalism as much as the next guy, but requiring viewers to pay $5.99/month to a service they wouldn’t normally purchase to see ONE game? It’s the ultimate game of chicken. Tonight the NFL will see how much people truly value their product across the US. They tried this a few years ago with a playoff game and it was the lowest rated playoff game in 6 years, so it backfired.. so I’m wondering: - Are people (outside chiefs and dolphins fans) actually willing to pay an extra $6 to watch a single game? What if it’s a blowout? - Why would I pay $5.99 to watch a wildcard game but I can watch the Super Bowl for “free”? (Included w/cable subscription) - what makes this game worth $5.99? - Maybe the NFL captilizing on the newfound Taylor Swift fame? - you know Swifties will pay a couple bucks to see her between plays (WHY - I still don’t get it). - Does NBC really gain more long term Peacock customers this way? (They paid $110 MILLION to carry one wildcard game on Peacock.) - I have to believe their numbers look good for 1 night and 99% of people are cancelling tomorrow assuming they purchase tonight. - DONT THEY CARE ABOUT CHURN AND NRR?! Curious - are you all paying $5.99 to buy a peacock subscription to watch one playoff game tonight? #nfl #wildcard
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Top Voices in Marketing & Advertising | Rising Star in Marketing | Director of Marketing & Communications at Bridge Partners | Data-Driven Brand Strategist (aka Professional Hype Gir)
The "Taylor Swift Effect" is real. And it will be taking center stage—to some degree—this weekend. (Sorry, Usher.) So what can we learn from this? Let's explore. "The impact started huge and has only gotten bigger," reports Cork Gaines, Ph.D. for Business Insider: 🏈 7% jump in NFL ratings after Swift's first game 📺 53% increase in viewership among young girls 🚀400% surge in jersey sales for her partner's team Beyond this, it's a first-hand view of the power of tapping into new audiences and creating authentic connections. Let's explore some lessons: 😎 Don't just sell, tell your story. Swift didn't just endorse the NFL; she genuinely immersed herself in the experience, documenting her journey as a fan. This authenticity resonated with her audience, blurring the lines between celebrity and passionate supporter. 🌟 Authenticity matters. Swift's genuine fanhood shines through. Consumers can spot a forced endorsement a mile away. Be genuine in your brand messaging and partnerships. 🤝 The power of community. Swift's "Swifties" are a dedicated fan base. Leverage the power of your own community to amplify your message and reach. Read more of her impact here: https://lnkd.in/gZZJkCWr
Taylor Swift did something the football world thought was impossible: She made the NFL even more popular in the US
businessinsider.com
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Kelce/Kelce vs. Manning/Manning At System1, we are currently knee-deep in analyzing all of the recent NFL campaign launches, and one thing is for sure: there are many campaigns featuring the Kelce brothers. It hadn't hit me fully until I saw this LinkedIn post Friday, where a very talented Creative Director created a new program, "OopsNoKelces" 💀. The program allows you to add a Kelce brother to any campaign where you may have carelessly forgotten them. https://lnkd.in/gbF3XhxW Over the weekend, I couldn't help but wonder if the Manning brothers are a thing of the past. Has their time expired? The short answer is no. In Advertising, we know all too well the power of "New" in measuring persuasion, but long-term brand building isn't about left-brain rational information processing; it's about what we feel. And what America is feeling right now is the nice warm hug of Peyton & Eli. King's Hawaiian is back with year two of "Slider Sunday's" and you can't argue the compound interest built with these brothers. Check out our Face Trace below—pure Happiness without a negative blip in sight. It is early days in the NFL season, and we will report on the best of the best as the season progresses. I share #Advertising & #Marketing musings; follow for more NFL! The full report can be found here: https://lnkd.in/gF44cMsa Also, our Ad of the Week write-up from 2023: https://lnkd.in/gXeiWawm Jon Evans Andrew Tindall Jess M. Melissa Rosenthal Genevieve Norris
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The Super Bowl had 3 of the most talked about individuals/topics of 2024 all in one space... 1. Usher aka Mr. Steal Everyone's Girl during his Vegas residency. 2. Taylor Swift and her love story. (He didn't propose btw) 3. Beyonce and the riddle of "what is act ii?" (It is a country album) A game was played but there was definitely a reason you saw multiple frames of Taylor across your screen. Not that the NFL needs hype but it definitely helps to increase the cost of a Super Bowl ad and bring in new eyeballs! As a marketing tactic, let this serve as a lesson to not only promote your brand but use the trending topics and news to your advantage. Your product is great but is there a way to use a cowboy hat in the next 72 hours to trend alongside #texasholdem? Always keep your ear on the pulse of what is happening in current events to keep your brand in the forefront! Sincerely, Socially Social #Superbowl #marketingstrategies
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Founder of Athlete Strategies & "Sports in LA" | Sports business analyst | Investor in women’s sports properties
I’ve had enough of the “NFL fans vs Taylor Swift” conversation. Nobody has addressed the actual point of conflict yet, so I will. Let’s get into it. NFL fans do not hate Taylor Swift. They do not hate her being shown during the game. They do not hate her association. They do not hate women. What NFL fans *do* hate is when the game is seemingly made about her during *moments* it should be about the teams. You may ask, “But how can it be about her if she’s only on air for maybe 20 seconds a game?” The answer is quite simple… It’s not the total time on screen that is causing conflict, it’s the frequency and context of when she’s being shown. Production teams are setting her up to be resented when they immediately cut to her for a reaction shot during emotional moments for fans (like touchdowns) that are traditionally reserved for coaches, players and replays. The exception to this is the rare owner’s box shot, which fans have welcomed as tradition for public-facing owners like Jerry Jones, Arthur Blank and Robert Kraft who have built the league into what it is and have “earned” the facetime by being longstanding staples in the NFL community and gameday experience. When you have high-point viewership moments for fans that traditionally are purely about the team and disrupt them with anything else, whether it’s a sponsor or a person, it’s going to disrupt fandom and cause people to grow weary. Consider this: 20 seconds over a 3-hour broadcast isn’t a lot, but four seconds five times a game during the most cherished moments of fandom is. Interjecting and overexposing something new that has not had the time to build tradition (in this case, Taylor) is the core point of conflict. The challenge for broadcasters and the NFL, however, is the unknown of how long they have to utilize the world’s greatest marketing vehicle. Taylor and Travis could breakup at anytime, removing Taylor from the Chiefs gameday experience altogether — this possibility gives the NFL and its broadcast partners era urgency to maximize her association now. And that is why some fans say that it feels like they’re being “forced” Taylor Swift. My recommendation? A simple fix: Production teams should stop cutting to her immediately after touchdowns altogether. Give it some space and show a replay of her reaction during the dead time coming back from commercial break before the next kickoff. Take this advice and you can not only show an *extended* reaction, the booth will have an opportunity to mention her by name and maybe even discuss her a little bit for further engraining into tradition.
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🏈 IS TAYLOR SWIFT ABOUT TO SUPERSIZE THE SUPER BOWL? 🏈 Need a boost to your metrics? Get Taylor Swift involved. Last year’s Super Bowl was watched by 113 million viewers across the United States. That’s a huge number – it was the third-most watched TV broadcast in US history – but marked only a 1% increase on the previous Super Bowl. But that figure could be blown out of the water on February 12 (Aus time) when the Kansas City Chiefs take on the San Francisco 49ers in Nevada for Super Bowl LVIII. Why? Because of Taylor Swift. She’s been in a relationship with Kansas City’s tight end Travis Kelce since late last year – and more women than ever are watching the NFL as a result. Don’t believe me? The #footballswifties hashtag has been viewed more than 5 million times on TikTok alone! Female viewership of the NFL has risen by more than 9% in the past year, with many attributing the boost to Swift’s presence at games. It’s a reminder that boosts to your metrics can come from the least expected sources. We’ve got a few US-based clients at Hunt & Hawk and we’ll be watching the Super Bowl with interest. I'm not sure who'll win, but I have a feeling it's probably going to be the most watched Super Bowl of all time! #TaylorSwift #SuperBowl #DigitalMarketing 𝘐𝘮𝘢𝘨𝘦 𝘤𝘳𝘦𝘥𝘪𝘵: 𝘪𝘏𝘦𝘢𝘳𝘵𝘙𝘢𝘥𝘪𝘰𝘊𝘈 & 𝘑𝘦𝘧𝘧𝘳𝘦𝘺 𝘉𝘦𝘢𝘭𝘭
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Sports media is transforming before our very eyes. Last week saw the first round of the NFL draft, and with it, Pat McAfee's 5th Annual Draft Spectacular live streamed on YouTube. Pat drew 2.2 million viewers to his show, peaking at 322k concurrent viewers. The official NFL YouTube stream drew 888k viewers, peaking at around 30k concurrent (h/t Reed Duchscher for the stats) The comment sentiment gives you an insight into then reasons why: - “This was the most entertaining draft coverage I've ever seen in my 30+ years of religiously watching the NFL draft” - “Usually the NFL draft coverage is like watching paint dry til your team picks, but I was absolutely fascinated by every minute of this broadcast” - “This show was soooooooo much better than the actual draft!” Pat and the team craft an experience that is truly optimised for social and engagement. And there is clearly a huge audience who value a product totally different from what they can watch on TV. Personalised, dynamic, fun. The official NFL was something you could see on TV. It looked like an afterthought. With an average of 12m viewers on TV, it’s clear this still dominates eyeballs for the draft, but alternative sister live programming will eat away at this market share over the next 5 years. And this movement will affect EVERY SINGLE SPORT. Rights-holders and broadcasters will do well to try and ensure these are associated products, vs produced independently. Pay attention. Don’t get left behind #sportbiz #sportsindustry #fanengagement
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