Check out the image below, then I'll come back with some things to ponder.
This is a brilliant move, and not simply a brilliant move because it gets a lot of attention. It makes sense, and here's why:
1. The End Zone is a place for Emotion.
You punch the ball in (or keep someone from doing it, and it results in celebration -- both from fans and from players. Similarly Twitter is a place of emotion -- and when teams score (or keep others from it, fans rally together in social media). So we are taking existing behavior in two places (social and physical) and combining them into one.
2. End Zones have always been about Nicknames and Messages
The Snickers commercial below made it more recently famous, but teams have always placed their nicknames into the end zones. Super Bowls paint both nicknames -- one on each end zone. In fact, according to an article on Mashable (here), this idea started by MSU thinking about simply painting a message ("Hail State") in the end zone.
Who can forget the Chefs end zone?
3. It gets the Right Attention.
The reason to put "Hail State" on the end zone is to hype your team up. The reason to put "#HAILSTATE" into the end zone is to get fans to join together in social media around MSU Football. I love the fact that one character transformed that end zone from a statement into a call to action... Oh, and of course that shows up on Television during Thanksgiving weekend!
4.This is an Adaptable Model.
The best ideas are scalable. You can keep it as is for weeks. Or you can change it to support a weekly message. It scales beyond Twitter to Instagram... and Facebook.
I can't wait to see this in action today!
Tune back in Monday for more best practices from College Hoops. Until then, follow me here, or on Facebook (here) or Twitter (I'm @andypawlowski)
As always, thanks for reading!
Andy
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