The Mistaken Football Logos
The Tennessee Titans put forward a brilliant marketing campaign for their schedule release — and it has three key lessons for us.
Last week, NFL franchises announced their schedules for the coming season in what’s become a golden opportunity for social media teams to showcase their creativity.
But it was the Tennessee Titans who most agreed stole the show.
The organization didn’t rent out rooms, get celebrity cameos or spend tens of thousands of dollars to announce its schedule.
Its social team simply went to Nashville’s Broadway and asked random people on the street to identify logos of the Titans’ opponents.
What ensued was a hilarious two-minute montage of non-football fans taking wild guesses at logos — a video that’s since racked up over 28 million Twitter views.
We asked people on Broadway to help us with our 2023 schedule release. 🤣
📺: 2023 Schedule Release on @nflnetwork https://t.co/31LsUUDn3O
— Tennessee Titans (@Titans)
May 12, 2023
The simplicity of the campaign actually has three lessons for us as leaders:
1. Money isn’t always the solution
Many of us work for teams, companies and schools that simply don’t have the financial resources of our competitors. Because we don’t have the budget, we reason that it’s going to be a serious challenge to grow and sustain.
While money obviously wasn’t an obstacle for the Titans, the simplicity of the campaign was a good reminder that success isn’t always about reaching deep into our pockets and throwing dollars at our issues. It also involves creativity and finding unconventional ways to be efficient with the resources that actually are at our disposal.
2. There’s always room for outside-the-box thinking
All 32 teams in the league announce their schedules within relatively the same time span, meaning it would seem likely there’d be overlap and saturation of material.
But no matter how much content has already been produced, there’s always room for fresh ideas that, if cultivated, can elevate our teams and larger reputations.
3. We can always market
Marketing often has a negative connotation, as if it’s simply self-promotion intended to stuff dollars into our pockets. As a result, some of us shy away from it.
But there’s also value to our audience in putting forward useful and engaging content and cultivating a relationship beyond simply our product.
Obviously, the Twitter video isn’t going to win games or bring in bigger-name players for Tennessee.
But it generated tons of engagement and brought some good will to the franchise during an otherwise quiet period for the sport — providing us some valuable leadership lessons in the process.
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