Page 13 - Unleasing Your Social Media Potential

You can see that the Vikings are fully in on Instagram. They have exploited the platform and provide custom con- tent to engage their fans including having reels available from signings, wallpapers for fan phones, video from drafts, articles, something really cool called SKOL SCRIBBLES (see this) among other things. True, they have a whole staff, but this is where you can partner with us to get the time and resources you need to pull off the strategy you want to engage for your athletic program.
The Process of Skol Scribbles
After each game during the 2019 season, the Minnesota Vikings social team sorts through a variety of game images to determine which ones would be ideal candi- dates to transform into an illustrated story. Once the image is selected, the team polls Instagram and Snapchat audiences what theme they’d like to see the image transformed into. Once the submissions have been gathered, the Vikings social media team and award-winning artist, Evan Garber, choose a final fan idea. Garber quickly creates high-quality “scribbled” masterpieces based off the fan’s idea sub- mission to post on stories. This gives fans the opportunity to screenshot the illus- tration to use as wallpaper for the background of their phone each week. Winning fan submissions receive a copy of the illustration with an autograph from the player featured. This encourages fans to come back week after week to see if their idea was chosen for the Skol Scribbles feature of the week in stories.
“The process consisted of selecting a photo of a player we wanted to highlight for that week, then based on the posture and positioning of the player, the fans would use their creative eye and suggest ways that we could transform them and their surroundings into something completely different and clever!” -Evan Garber, Skol Scribbles Creator
(see example scribble on following page)
The Vikings’ social media strategy is characterized by several key elements. First and foremost, they prioritize authen- ticity and fan-centric content. They aim to create a genuine connection with their followers by providing behind- the-scenes access, player interviews, and exclusive content that offers a unique perspective on the team. By human- izing the players and showcasing their personalities, the Vikings foster a sense of familiarity and relatability among fans.
Another vital aspect of their strategy is timely and relevant updates. Whether it’s live game highlights, injury re- ports, or breaking news, the Vikings’ social media team ensures that fans stay informed in real-time. They leverage platforms like Twitter for quick updates and engaging conversations during games, fostering a sense of community among fans.
Engagement is at the heart of the Vikings’ social media approach. They actively encourage fan interaction by posing questions, hosting contests, and creating opportunities for user-generated content. By fostering dialogue and incor- porating fan perspectives, the team creates a sense of inclusivity and involvement.
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