2019 Shortlist 

Believing in Miracles

Entrant: Minnesota Vikings

Winner 🏆
  • Best Fan-Generated Content

How does this represent “Excellence in Engagement”?

This video is one of the most watched videos in Minnesota Vikings history to-date. Of course, when you have the most memorable play in team history as inspiration, more people already feel compelled to watch. As the social media team considers different content to create, we are always searching for methods to infuse user-generated content to mimic the appeal and passion that this video was able to convey. We saw a number of comments from fans that stated they had watched the video multiple times which isn't usually the case for most videos and series that are developed.


Disbelief. Utter shock. Astonishment. Whatever you choose to call it, Minnesota Vikings fans had Minneapolis Miracle fever after Stefon Diggs caught the game-winning touchdown during the Divisional playoff game against the New Orleans Saints on Jan. 14, 2018. With phones in their hands and hope in their hearts, Vikings fans around the world captured their emotional reactions to the unbelievable Minneapolis Miracle play. The viral video trend was so instantaneous that the Vikings digital team began compiling reactions right away.

The result? A fan appreciation video for the record books.

The team created a sharable video that would forever commemorate the unwavering fan support for the Vikings throughout the season.

Strategy & Execution:

One moment, thousands of cameras. When the Vikings Entertainment Network team decided to make a recap video of the biggest play in team history, they realized that some of the best footage didn't just come from their own cameras. The most amazing videos came from the phones of fans from around the stadium, state and even the world. The video was one of the few rare opportunities to use fan content to tell a powerful story, and fans have been clicking play and reliving the historical moment ever since.


  • Minnesota Vikings


GH Ridpath
Minnesota Vikings

Alex Miller
Minnesota Vikings

Nate Vaughn
Senior Producer, Original Content
Minnesota Vikings

Josh Blessing

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