In January of 2023, the Minnesota Vikings hosted the 2nd-ever playoff game at U.S. Bank Stadium. Understanding the importance of this moment, the Vikings took a direct approach in customizing the pregame “Showtime” experience. It was imperative to set the tone from the start and give fans a one-of-a-kind live experience. Of equal importance was to make sure that message and moment got out to all Vikings fans across the world on social media channels as soon as possible so that fans could take in the same moment prior to kickoff.
In order to accomplish the objective of setting the tone and giving fans a fresh and unique experience, the Vikings Entertainment Network developed strategic goals in order for the piece to be successful.
Those were:
For the narrator/on-camera talent, the team worked with NFL Hall of Famer and Former Viking John Randle to bring authenticity and fan credibility. This included a day-long shoot at an ice maze.
The script was created with a first & second half mentality.
One of the most critical elements was to integrate special live moments, including a pyrotechnic display which hadn’t been used by an NFL team since 2019.
The final strategy was to shock fans and to bring their hype to the highest possible level. The way to accomplish this was to surprise fans with a live hype moment led by John Randle, who appeared out of the team tunnel at the conclusion of the video.
This final piece and total Playoff Showtime experience was a huge success. The live moments were received with a massively positive response from the over 66,000 fans in attendance. There was a palpable energy created in the stadium that carried all the way to kickoff. The pyro effects created a huge splash with fans and added to the overall atmosphere of the moment.
The video was published immediately across social channels, which provided fans who were not in the building an opportunity to share the moment.
Social results:
