When the Philadelphia Eagles joined Snapchat in November 2013, the social media team was one of the first in the entertainment industry to see an opportunity to deliver quality content marketing in a new medium while also creating a digital touchpoint with our coveted younger demographic. The team's Snapchat strategy continued to evolve in 2014, focusing on three goals:
The Eagles social media team used feedback from fans across its social network to build a content plan that both fits Snapchat best practices and resonates with its audience. With a strong understanding of the platform's voice, the team remained vigilant 24/7, capturing perfect moments behind the scenes and #FlyEaglesFly moments around Philadelphia. The team also developed content and campaigns specifically for Snapchat, leveraging the platform's distinct features (direct chat, using black screen strategically, Philadelphia geo-filters).
+eagles strategic efforts in 2014 made it the fastest-growing platform in the Philadelphia Eagles digital network, thanks to fans' appreciation of the snaps across social media and strong word-of-mouth account discovery. The social media team also received professional praise from across the league and the digital industry. The Philadelphia Eagles' efforts in Snapchat have raised the platform's impact on the team's social media strategy and will continue to play an important role in the team's relationship with its fans.
In 2014, +eagles Snapchat developed its voice – a mix of sports savvy, pop culture and inside jokes for Eagles fans in the know – and received praise from fans, the National Football League and the media for its innovative use of Snapchat Stories, a feature that strings together multiple photos and videos to capture moments, available for only 24 hours at a time.
2014's +eagles Snapchat Execution Highlights:
The results of the team's strategic Snapchat content were tremendous. Already one of the largest followings in the NFL, +eagles grew another 141% this year, with 43% of the growth occurring in the first half's offseason, proving our offseason content could keep up with football season's star-powered access. The team is regularly achieving more than 80% open rate with minimal cross-platform promotion.
As a Snapchat success story, the team's use of the platform is often cited in trade publications and social media case studies, and +eagles content is regularly recognized as a league favorite. Most importantly, Philadelphia Eagles fans appreciate and connect with the team's real-time marketing content, taking ownership over the channel and organically growing our audience through word-of-mouth and cross-platform praise. Whether it's in the tailgating lots on gameday or on Twitter and Facebook, Eagles Nation's excitement over the team's 24-hour stories ensure +eagles is already a winner, on and off the field.