Los Angeles Chargers Social

ABOUT THIS ENTRY

The Chargers are unique in our balance of restraint and risk on social media. We have created an online presence that cultivates real community through humor, self-awareness and a deep understanding of the internet we operate within. By treating social media as a lively, real conversation rather than a means to broadcast to the masses, we have established a standard across the NFL and professional sports where personality and authenticity drive relevance and fandom. 

How does this represent "Excellence in Engagement"?

We did not want to sound like a brand ‘trying’ to sound cool, but one that fans felt elicited genuine engagement both ways. Our voice was created with the intention that our fans felt we see them, want to interact with them and ultimately, create for them. We can't be everyone's favorite, but we do have the ability to move the needle on an organizational level through community building and engagement

Objective

Our goal was to cultivate a distinct presence across platforms that was capable of building a generational fandom. We set out to establish a social presence that felt native to the internet culture in which every interaction feels natural, culturally aware, and rooted in the way fans already talk online. 

At the same time, we needed to balance our playful, internet-forward humor with the credibility and seriousness expected from a professional sports organization. Striking that balance allows us to remain entertaining without losing the authenticity of who we are a team. Additionally, operating in Los Angeles adds another layer of intention. As a city built on entertainment, audiences are already surrounded by top-tier creators and storytelling everyday. To break through, our content must be culturally fluent and consistently engaging. By developing a recognizable voice across platforms, our goal is to build long-term connections and grow Charger fans in one of the most competitive entertainment markets in the world. 

Strategy & Execution

Our strategy centers on authenticity and consistency. Written in all lowercase, our captions are recognizable across the league for their playful tone, humor, and self-awareness. Every post is designed to feel natural to internet culture rather than overly manufactured. 

From a strategy standpoint, we hold weekly meetings dedicated to meme ideation and maintain spreadsheets with copy ideas for any scenario. While everything we share feels spontaneous, and at times it is, most content is thoroughly debated and carefully considered. Additionally, while the voice remains consistent, the format adapts across platforms. By tailoring the delivery while preserving the tone, we ensure our brand feels cohesive yet fitting everywhere it appears. 

A key challenge is operating within the traditional framework of professional sports. Our style, tone, and content are not defaults in the NFL, and leaning into them requires consistency and confidence. Over time, we built strong rapport with the football side of the organization, allowing them to trust that our voice represents the team in a way that is young, engaging, and undeniably ours, while still reflecting the seriousness and toughness required of an NFL team. 

We embrace that our style is not for everyone and in many ways, that is the point. 

Organizations

• Los Angeles Chargers

Links

•   YouTube
•   Instagram
•   TikTok
•   X

Credits

Jason Lavine
SVP of Brand Creative & Content
Los Angeles Chargers

Megan Julian
Vice President of Digital Marketing and Social Media
Los Angeles Chargers

Tyler Pino
Vice President of Production
Los Angeles Chargers

David Bretto
Director of Creative Video
Los Angeles Chargers

Allie Raymond
Director of Organic Social Media
Los Angeles Chargers

Kasey Perez
Senior Manager of Social Marketing and Performance
Los Angeles Chargers

Carly Gough
Senior Producer of Features & Branded Content
Los Angeles Chargers

Brian Raab
Lead Editor of Features and Branded Content
Los Angeles Chargers

Calysta Tyree
Programming Manager of Organic Social Media
Los Angeles Chargers

Trevin Kalick
Social & Digital Media Designer
Los Angeles Chargers

Jaemin Cho
Vertical Video Producer of Organic Social
Los Angeles Chargers

Hannah Johnson
Coordinator of Organic Social
Los Angeles Chargers

Bailey Pelletier
Producer of Creative Video
Los Angeles Chargers

Benjamin Chairnoff
Producer/Editor of Features and Branded Content
Los Angeles Chargers

Wil Hahn
Lead Cinematographer, Storytelling
Los Angeles Chargers

Greg Kim
Production Engineer
Los Angeles Chargers

Sydney Yates
Coordinator of Paid Social Media and Content Analytics
Los Angeles Chargers

Paige Vinnicombe
Lead Producer, Features and Branded Content
Los Angeles Chargers

Abby Szlosek
Associate Creative Video Producer
Los Angeles Chargers