One aspect of the LA Chargers content and social media team that I believe sets us apart from our competition is our constant priority to create highly engaging and shareable content with brands. Typically with sports teams, branded content misses the mark and is never the most valued internal content. What we have tried to do here at the Chargers is ensure our highest performing content is always sold. With this mindset we have grown our branded content into a leader in the sports team section of the industry. Some of our favorite content in the space include Between 2 Kegs (Bud Light), All In (Pepsi and Bud Light), Homecoming (American Airlines).
I find that one of the most important aspects of working in branded content is to try and figure out how to extend your voice to fit the other brand. What I mean by that, is when working with sponsors, we want to take their goals and merge them within our voice to create a true transactional and authentic relationship between the viewer and the brand. We spend a lot of time understanding the brand's goals/voice and work to extend our voice into theirs to ensure the content is successful. Our entire brand is built around the idea of being relatable, so when working with others, we do everything we can to ensure we don’t lose that strong sentiment within the content. Over the course of 5 years we have built a lot of brand affinity/loyalty with our fan base and because of that it allows us to weave more partners into our brand because of the earned equity, we use all this information to support our strategies in the field of branded content.
We could not be more pleased with our outcome this year as we are the #1 instagram branded content team in Los Angeles, leading the market with 2.4M interactions and 6.9M video views. To put the video views into perspective, that is 2nd in the entire NFL, only trailing the Dallas Cowboys, source crowdtangle.
