Schedule Release Routine

Jacksonville Jaguars

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The 7th Annual Awards

Nominee ✨

• Best Use of Culture, Music or Entertainment

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ABOUT THIS ENTRY

This submission highlights our 2025 Schedule Release featuring Ashton Hall, one of the year’s most viral creators and a Jacksonville native, as he recreates his iconic “routine” video inside our team’s practice facility. The timing aligned perfectly with his rise in popularity, allowing us to tap into a cultural moment while blending internet culture with team storytelling to create a highly engaging and shareable piece for fans.

How does this represent "Excellence in Engagement"?

This worked because we built it for how fans actually consume content. The concept was instantly recognizable, culturally relevant, and easy to engage with. Pairing that with a Jacksonville native gave it authenticity and helped it resonate both locally and nationally.

Reach & Awareness
• 16.7M+ impressions within the first 12 hours

Social Growth & Engagement (First 24 Hours)
• +3,998 Instagram followers, +339% impressions
• +2,485 TikTok followers, +5.96K% impressions
• +1,639 Facebook followers, 84,494 engagements (+5.89%)
• X impressions up +5.01K% to 6.48M

Traffic & Fan Behavior
• 334,609 website views, +107% YoY
• 167,080 single game ticket page views, +1,783% YoY

Email & SMS Performance
• 40% email open rate and 4.57% CTR, significantly outperforming prior years (~6 to 7% open, ~1% CTR)
• 32.16% SMS click through rate
• +2,700 new email subscribers and 350+ new SMS subscribers

Revenue Impact
• $326K+ total ticket revenue generated
• Single game tickets accounted for 53.5% of revenue
• Strong lift in traffic and purchase intent during a key sales window

Earned Media
• National coverage across ESPN, Complex, Barstool, USA Today, and CBS
• Extended reach beyond core Jaguars audience

Overall, this campaign drove breakout engagement across every platform, significantly outperformed internal benchmarks, and translated that attention into measurable traffic, audience growth, and ticket revenue.

Objective

This idea came together naturally. As we were concepting our schedule release, we were looking for something easy to digest, funny, and topical with a built-in viral feel. Ashton reached out to our team directly looking to collaborate, and with his momentum at the time, it immediately felt like the perfect fit.

Strategy & Execution

The NFL Schedule Release has evolved into a highly competitive moment across social and content teams, and we approached it with that in mind. Our goal was to create something that felt native to how modern fans consume content, quick, entertaining, and culturally relevant.

Ashton, a Jacksonville native and former football athlete, was a natural fit. His viral “routine” content already resonated with a digital audience, so bringing that concept into our world made the idea instantly recognizable and easy to engage with. By recreating his routine inside our practice facility, we blended internet culture with authentic team access, showcasing both his personality and the environment our players train in.

Organizations

• Jacksonville Jaguars

Featured

• Ashton Hall

• viral fitness influencer
• coach
• and former college football player known for his "extreme" 4 a.m. morning routine.

Credits

Ashton Hall
Talent /Influencer
Ashton Hall

Devin Carvajal
Creative Content Manager
Jacksonville Jaguars

Cameron Hicks
Director/Videography
Jacksonville Jaguars

Kam Nedd
Photographer
Jacksonville Jaguars

Ahmon Lott
Social
Jacksonville Jaguars

Josianne Keenan
Social Media Coordinator
Jacksonville Jaguars

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