Blue the Mascot: Best on TikTok

Indianapolis Colts

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The 7th Annual Awards

Nominee ✨

• Best on TikTok

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ABOUT THIS ENTRY

Blue, the official mascot of the Indianapolis Colts, has risen to fame on social media and has amassed over +11 million followers across all social media platforms. Blue is the first mascot to have a greater following than their own team's account and is known for his comedy, trick shots, pies to the face and being a menace online. 

How does this represent "Excellence in Engagement"?

Blue does not follow trends, but creates the trends. No trending music or dance moves are on Blue's TikTok. The content is organic and original which has been the reason for the rapid follower growth. The account has mastered the art of capturing the unscripted and unfiltered moments. Our followers feel like they were there for the moment. Our most viewed videos are Blue pieing people in the face and on average generate 5 million views per each of those videos. The "pie sound" used in the videos was created and owned by the performer.

Objective

Blue's TikTok is meant to give viewers a reason to smile in their day. Social media can be a dark place, but Blue is here to make people smile and show that life is not to be taken too seriously. Watching Blue's account will make you laugh, encourage you to try something new, teach you how to connect with each person you meet, go spread love and be inspired to do good. 

Strategy & Execution

Most sports accounts have an end goal of trying to convert you into being a fan of their team, but that is not the strategy for Blue. Sure, Blue would love for you to be a Colts fan, but Blue is for everyone. Blue's TikTok has been successful with tapping into something that every age group can find humor in. The majority and most successful content on Blue's TikTok page is the organic and unscripted moments. The quick-cut, easy to follow editing style is intended to keep viewers captivated for the entirety of each video. Each video is filmed with the intention of making the viewer feel like they were there for the moment. 

Organizations

• Indianapolis Colts

Links

•   TikTok

Credits

Trey Mock
Creative Director of Mascot Program
Indianapolis Colts

Grace Worcester
Mascot Social Media Coordinator
Indianapolis Colts

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