Minnesota Timberwolves 2023-24 Schedule Release
The 6th Annual Awards
- Best Social Media Campaign
ABOUT THIS ENTRY
Minnesota Timberwolves 2023-24 Schedule Release video was inspired by a viral tiktok trend, and the team decided to use the concept to release the upcoming regular season schedule. The video garnered record setting views and high praise from other media outlets.
How does this represent “Excellence in Engagement”?
While leveraging social trends is nothing new for brands, they can often get caught executing outside their own authentic voice, missing the mark. This video refused to bend to the "shorter is better" social media video mantra. The full video is 4 minutes and 22 seconds and viewership metrics and anecdotal comments proved viewers watched to the end, validating that committing to the bit is priority. The setting is also true to our core - fans will recognize the stairs are located in the Target Center, which is a 25 year old building and the video shows it's age. But, choosing a more picturesque background would move away from who we are as a team and a brand.
Objective
We set the following goals:
- Drive awareness and engagement of the upcoming schedule
- Carve out space on an otherwise noisy day across NBA social media channels
Strategy & Execution
Leverage a topical social media trend to drive virality.
The social media team spent the week prior to release ideating and gathering items to represent each of the NBA teams on the Timberwolves schedule. It was important that they not only represented the team, but resonated with the local fan as well. Their unique concepts required last minute online orders, driving to multiple stores or even borrowing from their own homes to bring the video to life.
The production was minimal and takes were plentiful. At the end, it took the team longer to clean up the stairs than it did to shoot the content, and even longer to get the smell out of the stairwell.
Organizations
- Minnesota Timberwolves
Links
Credits
Matt Stanton
Senior Director of Digital
Minnesota Timberwolves
Taylor Nardinger
Social Media Manager
Minnesota Timberwolves
Fran Manzano
Social Media Coordinator
Minnesota Timberwolves
Alejandro Meyers
Digital Content Graphic Designer
Minnesota Timberwolves
Jack Mosson
Digital Content Coordinator
Minnesota Timberwolves
Gram Krause
Video Editing Manager
Minnesota Timberwolves
Joe Kronenberg
Creative Director, Video Production
Minnesota Timberwolves
Mike Grahl
Chief Marketing Officer
Minnesota Timberwolves
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
