RESERVE SEATS
RESERVE SEATS

                                      🎉 2022 Shortlist

                                      NATIONAL TIGHT ENDS DAY

                                      Entrant: National Football League

                                      NOMINEE ✨
                                      • Best Social Media Campaign

                                       

                                      national-tight-ends-day

                                      ABOUT THIS ENTRY

                                      There's a holiday for everything these days, so we thought, "Why don't we make up a holiday to highlight a position group that has the most athleticism and personality in the NFL?"

                                      And with that, National Tight Ends Day was born. For one day, and for the first time, the football world celebrated a position. In the wise words of George Kittle: "Happy National Tight Ends Day! It's a holiday!"

                                      How does this represent “Excellence in Engagement”?

                                      When we looked up and saw the entire NFL on CBS crew wearing National Tight Ends Day shirts on Oct. 24, we knew we had something special on our hands.

                                      What started as a fun social media idea became a masterclass in reaching fans on every possible medium, all while connecting them in new and fun ways to their favorite teams and players.

                                      We turned a playful, silly holiday into something everyone was talking about. And what drove its success was our ability to get buy-in from broadcast partners, clubs, players, colleges and celebrities (LeBron James!). In addition, we levereaged social, billboards, logos and merchandise to make the holiday official and fun -- at the end of the day, our goal was to create midseason engagement that helps add personality to the NFL and how we communicate with fans.

                                      Objective: There’s a holiday for everything these days. National Pet Day. National Donut Day. National Flag Day.

                                      But has anyone ever made a holiday that changed the course and notoriety of a position in sports? We did — right out of thin air — and had fans, players, and broadcasters around the country celebrating a completely made-up day: National Tight Ends Day (NTED).

                                      We know what you’re wondering. Why? Why do this? Well, because it’s fun! And because we knew we could engage a wide range of audiences by tapping into a position group that holds the biggest and bubbliest personalities in the NFL.

                                      We have 49ers QB Jimmy Garoppolo to thank for National Tight Ends Day, actually. He was overheard by our friends at NFL Films asking George Kittle if there should be a holiday for the tight end position. And just like that, the sacred day was born.

                                      NFL Films approached NFL Social and together we put a plan in motion to make this new holiday the biggest day of the regular season. Ultimately, our goal was to increase player notoriety in the tight end position and connect fans with player personalities on a deeper level through humor and storytelling.

                                      Strategy & Execution: On Oct. 24, National Tight Ends Day was celebrated in every NFL game during Week 7 of the 2021 season, touching the entire NFL ecosystem.

                                      Not only did the hashtag trend nationally, but fans and celebrities outside of our game honored the day. Lebron James even tweeted about it!

                                      How we executed:

                                      • Tapped into our entire ecosystem, including social media, broadcast partners, clubs, colleges and more.

                                      • Provided all active TEs, 32 clubs, legends, broadcast partners and college football partners with custom NTED profile logos and official NTED t-shirts.

                                      • Seven original content pieces. The leading piece of content was the Tight End Creed, which featured 19 current tight ends expressing their pride as a TE in a tongue-in-cheek tone.

                                      • Partnered with players. We started early at George Kittle’s Tight End University camp in July so that we could proactively capture content for NTED. This was a major touchpoint with the biggest tight ends in the League.

                                      • Leveraged our O&O social channels @NFL, @NFLThrowback and @NFLFilms. We used historical content and mic'd up moments to showcase the best TE moments.

                                      • Prompted fans to flex their fandom with TE Trivia and two social prompts.

                                      Not bad for a made-up holiday!

                                      Results:

                                      • Four of the top Twitter trends on Oct. 24 were NTED-related, including #NationalTightEndsDay at No. 6.

                                      • NTED mentioned 100x across all major broadcast networks

                                      • 76% YOY increase in overall social volume across platforms

                                      • 15% YOY increase in engagements on our owned @NFL handle

                                      • 292% YOY increase in player participation and 406% YOY increase in social posts

                                      • “What is National Tight Ends Day” retrieved 66.7 million Google search results

                                      • The overall net positive share on social was 95%

                                      • 29 of the 32 NFL Clubs celebrated the holiday - Club social engagements increased by 45% YOY, social posts increased by 38%.

                                      • Over 24 colleges participated, a 119% YOY increase in social engagements.

                                      • Partnered with influencers to show love for Tight Ends and celebrate the position: Ben Baller, Deestroyiing, Santia Deck, Dockery, FaZe Rug. Nina Marie Daniele, and Adam Waheed both created custom hilarious original content pieces

                                      • Brand Partners: Uber Eats offered a Buy 1 "Score 2" in honor of NTED, and Pepsi, Levi's, Gatorade, Charmin, and more celebrated across their social accounts.

                                      • Recognized as official holiday by government officials: Mayor John Cooper (Nashville) and NJ Senate Democrats.

                                      • 5 billboards around LV boulevard, strategically placed as a 24 hour pop up near Allegiant Stadium

                                      Production

                                      NFL, NFL Network, NFL FIlms, CBS, ESPN, FOX, NBC, 32 NFL Teams, RedZone, Nickelodeon, Good Morning Football


                                      Credits

                                      McKenzie Fox
                                      Senior Coordinator, Player Social Marketing
                                      NFL

                                      Colin Huber
                                      Manager, Social Content
                                      NFL

                                      Austin Elledge
                                      Graphic Designer, Social Content 
                                      NFL

                                      Brigitte Rodgers
                                      Talent Relations, NFL Films
                                      NFL

                                      Britt Deise
                                      Manager, Club Social Marketing
                                      NFL

                                      Bryce Gustafson
                                      Director, Social Programming & Integrated Sponsorship
                                      NFL

                                      Carly Fasciglione
                                      Coordinator, Player Social Marketing
                                      NFL

                                      Colin Travaglini
                                      Coordinator, Player Social Marketing
                                      NFL

                                      Eddie Capobianco
                                      Vice President, Influencer & Talent Marketing
                                      NFL

                                      Erin O'Toole
                                      Talent Relations, NFL Films
                                      NFL

                                      Erin Schaffner
                                      Senior Manager, Social Video Content
                                      NFL

                                      Ian Trombetta
                                      SVP, Social & Influence Marketing
                                      NFL

                                      Jack Farrow
                                      Video Editor, Player Social
                                      NFL

                                      Jason Weber
                                      Director, NFL Films Production
                                      NFL

                                      Jesse May
                                      Senior Manager, Influencer & Talent Marketing
                                      NFL

                                      Jessica Murphy
                                      Manager, College Social Marketing
                                      NFL

                                      Jordan Dolbin
                                      Senior Manager, Social Marketing
                                      NFL

                                      Josh Tucker
                                      Vice President, NFL Social
                                      NFL

                                      Justin Anderson
                                      Director, Social Content
                                      NFL

                                      Justin Goldman 
                                      Creative Producer & Editor, Social Content
                                      NFL

                                      Kaley Campen
                                      Talent Relations, NFL Films
                                      NFL

                                      Kevin Lutz
                                      Associate Producer, NFL Films Production
                                      NFL

                                      Kevin Vu
                                      Senior Programer, Social Content
                                      NFL

                                      Kylie Callura
                                      Manager, Social Content
                                      NFL

                                      Michelle Navarrete
                                      Associate Producer, NFL Films Production
                                      NFL

                                      Nick Dugan
                                      Production Assistant, NFL Films
                                      NFL

                                      Pat Kelleher
                                      Vice President, NFL Films Production
                                      NFL

                                      Pete Frank
                                      Producer, NFL Films
                                      NFL

                                      Rachel Micali
                                      Talent Relations, NFL Films
                                      NFL

                                      Rich Elmore
                                      Vice President, Social & Content Marketing
                                      NFL

                                      Ross Ketover
                                      Senior Executive, NFL Films Production
                                      NFL

                                      Ruth Wels
                                      Illustrator, Social Content
                                      NFL

                                      Samantha Kordelski
                                      Manager, Influencer & Talent Marketing
                                      NFL

                                      Scott Koppenhaver
                                      Manager, Social Content
                                      NFL

                                      Trevor Penick
                                      Video Editor, Social Lab
                                      NFL

                                      Anthony Isetta
                                      Sr. Director, Creative Marketing
                                      NFL

                                       

                                       

                                      Celebrate in Las Vegas

                                      Join us for the 4th Hashtag Sports Awards™ presented by Budweiser on the evening of July 12, 2022 at The Cosmopolitan of Las Vegas as we celebrate finalists and reveal the winners of this year's awards live during the show.

                                       

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