The Green Bay Packers are one of the most recognizable pro sports franchises in the US. While many fans wouldn’t know where Green Bay was located without decades of one-field success for the city’s pro football team, they have one of the most passionate, dedicated fan bases in the world. They could rest on their laurels and their decades-long season ticket holder waiting list, but a game day review of their week 6 match-up at Lambeau Field against the Dallas Cowboys shows that they put care, effort, and planning, as well as real-time engagement and interaction with fans when it comes to their social media presence.
The Packers displayed aptitude on each of the major social media platforms, putting the most time into Twitter. They provided consistent information on injuries, reported scores even when it wasn’t looking good, had some great GIFs and real-time graphics, promotion for traffic to other channels, and sponsor integration.
While two-way engagement was not happening during the game, the Packers were active before the game with retweets of players and fans and calls-to-action, speaking with fans. They also had planned out the pregame window, delivering game day graphics, video, showcasing the retro uniforms and sharing quick real-time (raw) video and prepared/produced video.
Good on them or providing the TV map, catering to their fans all around the nation. Also notable was pregame (and in-game) promotion of Snapchat.There was a mix of original Twitter content, as well as straight cross-posts from other platforms. Similar to most team, they direct fans to their website to see all the inactive players for the day. Again, though, definitely present with listening on Twitter and giving some good video and info, too.
After a “roll call” for fans and a link to a website photo gallery, the Pack went into game mode, and began sharing some solid pre-made GIFs. While not all teams make frequent use of their official hashtag (and hashtag emoji), there was plenty of #GoPackGo in their tweets.All of the visuals were on-point, reflecting the Packers colors, particularly the colors they were donning that day.
Of course, what stands out right away are the strong visuals. The Chevy-branded “Drive Summary” graphics are informative in a visually appealing way reflecting the Packers’ yellow and the rustic style that connotes Chevy. These were great graphics after each Packers scoring drive during the game. As suggested previously, the Packer took care to keep their fans informed, good and bad, including noting when a player was even visibly ‘slow to get up, a not-so-common practice when any hint of injury info or possibility is kept silent until official word is given. Also notable was the Packers promoting an in-game chat; a feature some teams have tried sporadically over the years, with CoverIt Live being a popular option (and what the Packers used), with some degrees of success and failure.
There was little-to-no coverage of the Brett Favre halftime ceremony in which the Packers legend received his Hall of Fame ring; the only mention being a few photos and promotion of the Snapchat story capturing a bit more. The Packers continued to share graphics and GIFs, even as the game slipped away. The losing effort may have affected the voice with which the Packer prefer to speak on Twitter. While the Drive Summary graphics featured sponsors, too, the GIFs and score update graphics did not. Finally, while many may think teams are not permitted to share highlights, the Packers, on multiple occasions, grabbed some SnappyTV highlights from the NFL to post on their own feed.
After the game, the Packers kept active on Twitter – not sharing any live or native video (or clips), but sharing some quotes from their head coach (not players) following the loss, along with links to the full press conferences. While fans of the Packers did not get the outcome they wanted, they were given an active, informative, visual Packers presence on Twitter before, during, and after the game.
Twitter saw the most time and activity for the Packers, but they are clearly putting thought, time, and strategic effort into Snapchat, too. They did a good job of setting the scene in a thoughtful manner on Snapchat leading up to the game, showing the sights, the behind-the-scenes, video of their jerseys (and even their gear), and a look at Favre’s Hall of Fame ring. You can also their Snapchat geofilter (which effectively matches their #GoPackGo slogan and hashtag) and they also made use of the NFL game day score geofilter before and throughout the game.
As with many teams, the Packers have cultivated fantastic pregame access, getting up close with the players during warmups and introductions. We may take this for granted, but this is great, raw, immersive content that teams have worked hard to be able to provide for fans. Definitely content that works well on Snapchat (and giving them fodder to promote their Snapchat story to Twitter followers).
After giving fans a taste of the scene and the buildup, the Packers didn’t do what most teams do and pack in Snapchat for the day (or for the game). They did an impressive job remaining active, giving game updates, sharing sideline and player and fan reactions. And it wasn’t just quick video snippets – they used the score filter, wrote captions, used emoji and their Packers geofilter, and brought in the fan atmosphere as much as the atmosphere of the play on the field. Not many NFL clubs deliver
As alluded to previously, the Packers prioritized Snapchat for live coverage of the Brett Favre halftime ceremony [and pointed Twitter traffic there to see it; not using Periscope or any live stream]. There wasn’t a ton from the Favre ceremony, but it was more than they offered in real-time elsewhere. Finally, it was good to see, even after a loss, Snapchat capture a bit of the post game. Great to have someone on the field ready to capture that stuff in real-time after the game ends.
The Packers were fairly active throughout the day and game on Instagram. They shared some of the videos seen elsewhere from the warm-ups, but also a good amount o carefully selected, evocative visuals. A visual scene-setting for the day. Notably, the Packers (like most NFL clubs, really) are not yet making game day use of Instagram stories.
Once the game began, Instagram activity diminished a bit, but there were game graphics shared and, later in the day, some select, professional images posted to their Instagram feed. The Packers have a sizable Instagram page of over 1.2 million and get adequate engagement on each post. They certainly pay heed to the platform, but not produce content specifically for it.
The Packers do a solid job keeping fans visually engaged and informed on Facebook. Their pregame feed was packed with photos and graphics and website links; though there was no use of native video on Facebook in the game day pregame window. (A link to a “Packers Today” video was posted). Also notable was the generic game day graphic (possibly intentional) with no mention of the opponent (Dallas Cowboys). Though a later pregame photo did have the two competing teams and game day hash tag added.
As the game approached and started, the Packers had some strong photo to inspire emotion in fans and also shared the same score graphics seen on other platforms (which do look great and are well-customized with game photos). Notably there was little to no sponsor integration with any pregame or other game day content on the Packers’ Facebook page.
Similar to the other platforms, there was not much coverage of the Brett Favre halftime ceremony (wonder if they would have been permitted to FB Live any of it?), but they post a link to the full video of the ceremony, and that was made available pretty quickly. Post game highlights and pressers were also posted as links (most, not all, NFL teams do it like this, I have found, and not do much native highlights or pressers on Facebook). While Facebook was fairly active, the engagement efforts and content efforts were not quite the same as the Packers or Twitter and Snapchat.
Overall, a very pleasant and impressive day from the Packers on social media. They clearly have strong leadership in place behind their social media strategy and team, focusing on platform strategies and making the most of scarce resources and scarce exclusive content. They are a source of content fans can appreciate and enjoy on game day and it feels like they take care to serve their loyal fans. Packer nation is in good hands.