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Case Study: 2016 NFL Legend Tour featuring Peyton Manning

Utilize new social media platforms to amplify the celebrity tour of Shanghai and Beijing

· Case Study,Digital Content

NFL China brings NFL Legends to China every year to promote the game of American football and engage with NFL fans in the local market. The NFL Legend is usually a retired NFL player who travels to Shanghai and Beijing, sightseeing, promoting the sport, and meeting with local fans.

Logan worked with Dragon Group Asia to provide content around the 2016 NFL Legend tour, featuring Peyton Manning, in real time for NFL China’s English social media accounts and the NFL digital team in the US.

Objective: Create authentic social media content that engages a global audience, amplifying Peyton Manning’s tour in China.

Challenges

  • Creating engaging multi-media content (video, photo, and social media) from a VIP tour, while utilizing new media channels (Snapchat).
  • Onsite content capture on a tight schedule and transfer content to the NFL social media team in the US.

Our Work

Logan and Dragon Group Asia created a comprehensive shot list, including video, photo, and social media to engage with NFL fans in China and back in the US. Our content suggestions included pre-departure video message to fans, media interview on the Great Wall, and selfie with the audience at his fan meet and greet.

Logan traveled with Peyton Manning for seven days in both Beijing and Shanghai, documenting his public appearances and providing shot lists for his private excursions. Dragon distributed a video news release to local and international media and Logan posted select images on NFL China’s Facebook, Twitter, and Instagram.

Services

Content Creation: Photography and Social Media Content Capture

Pre-Departure: Shot List Creation

Event Support: Onsite Sourcing

Results

Logan executed five days of content across NFL China’s official Facebook, Twitter, Instagram, and SnapChat. In a one day account takeover of the NFL Official SnapChat account, we received over half a million views of Peyton’s day sightseeing in Beijing over 24 hours.

Authentic content and live updates kept fans both in China and back in the US engaged and learning about his tour. The video of Peyton Manning tobogganing down the Great Wall, shot by Dragon’s videographer, went viral online, reposted by both international and local media outlets.

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