Objectives

The Live Content Correspondent (LCC) program takes NFL fans on social as close as they can get to the NFL without wearing a helmet.

• We wanted to drive the conversation around the NFL on social by creating real-time, high-quality video content from every game for League, club and player social channels.
• We wanted to showcase the excitement of an NFL game by providing unique and differentiated content to fans, from being in the huddles with players pregame, to in-game highlights, celebrations and rarely-seen player interactions.
• We wanted to increase our quality social content around the NFL's biggest events, especially Pro Bowl and Super Bowl.
• We wanted LCC video content to live across the NFL Media ecosystem:
  • Social Media: NFL social channels, club social channels, player social channels.
  • NFL Network
  • NFL.com
  • The NFL App

Strategy and Execution

We hired two content creators in every NFL market to work every home game for their club. For example, the Kansas City Chiefs LCCs worked every home game for the Chiefs. Each LCC had their own DSLR camera. They also had a Samsung Galaxy Note9 smartphone and other equipment and digital tools to facilitate real-time content sharing. We also installed a custom wi-fi solution at every stadium, the first time something like that had ever been done for social at NFL stadiums.

• Prior to each game, LCCs received a shot sheet detailing the moments that the clubs and NFL wanted to capture.
• On gameday, LCCs captured video of all the best moments and this content was sent in real-time to the clubs and the NFL.
• LCCs had unprecedented access to get as close to the best moments as possible. They are in the huddles with players before games, running out with them on the field, capturing their touchdowns from the sidelines and capturing selfie videos after wins.
• Clubs posted the content in real-time on their channels and the NFL also posted across social and aired on NFL Network/posted on NFL.com.
• This type of program does not exist at this scale anywhere else in the world of sports. The NFL LCC program is setting a new standard for event coverage on social in sports based on quality and scale.

Results

We had LCC coverage of every game throughout the 2018 season, including the Pro Bowl and Super Bowl. Our fans could not get enough LCC content.

• LCC content was used in 3.3K posts across NFL, club and player social accounts.
• This generated 50M engagements and 160M video views on social.

Below are examples of LCC video content used across our channels.

NFL Accounts

Our LCCs captured video content of all of the best moments in the Packers - Rams game. This was the type of video coverage we had at every game.

Club Accounts

Patrick Mahomes gave a pump up speech to his teammates before their game against the Rams.

Player Accounts

We used LCC content to create highlight videos directly for our players. Some of the biggest players in the NFL posted this content on their own channels, including Baker Mayfield, Todd Gurley and Antonio Brown.

NFL Network

LCC videos were used 174 times on NFL Network during their pregame shows. Producers could ask LCCs in real-time for video content from every NFL stadium, which helped us set new standards for our TV coverage.

Pro Bowl

We had four LCCs on-site to cover practices and the Pro Bowl, the NFL's annual all-star game. We had 218 posts across League, club and player accounts at Pro Bowl, which generated 12.7M views. In this post from the Broncos, Von Miller has some fun with the fans in Orlando.

Super Bowl

LCCs captured real-time, high-quality video content throughout the game, generating 69 posts and 25M views across social channels for the NFL, Rams and Patriots.

Some of our highlights from the Super Bowl were:

Tom Brady taking the field

A selfie video from Super Bowl MVP Julian Edelman.

Media