The Seattle Seahawks' Stellar IG Story Strategy

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In Today’s Edition:

• Breaking Down The Seahawks IG Story Strategy 🤳 

• A Pair Of Father’s Day Wins For The Dallas Cowboys 👨

• Wimbledon Announces A Collab Using CGI 🎾 

🏊️ DEEP DIVE
Breaking Down The Seattle Seahawks’ 2023-2024 Game Day Instagram Story Strategy

This past season was a standout for the Seattle Seahawks content team, easily one of my favorite NFL sponsored content creators.

They delivered unforgettable moments like the 90s-themed Throwback Jersey Campaign and the Season Of Boom docuseries. But what really stood out to me were their game day Instagram Stories!

The Seahawks really stepped up their game on IGS.

Their Instagram Stories rivaled the impact of their other activations, despite being lengthy—more than 40 frames! I mean, who wants to see this?

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Normally, long Stories lead to an instant swipe. But the Seahawks' game day Stories were different. Each frame served a purpose, effectively narrating the game and engaging followers with interactive techniques.

For a closer look at their approach, let’s dive into the Seahawks’ Instagram Story from their game against the Pittsburgh Steelers on December 31st, 2023.

Setting The Scene

The game day graphic kicks things off with Emerald Queen Casino & Hotel as the presenting sponsor. Then, we're transported to Lumen Field for a 360-degree view of the stadium, capturing the calm before the storm.

Even the way the video changed speeds grabbed my attention.

The excitement builds as we shift to player arrivals, sponsored by Head and Shoulders.

We transition from a video to a static photo, which then serves as the background for the subsequent layered video.

The poll sticker appears on the fourth frame of the sequence, followed by Seattle using the layering technique again with a touch of slow-motion before showcasing a static ad from Head and Shoulders.

I’m fine with the interstitial ad placement here. The Seahawks effectively integrated their brand partner during player arrivals and tailored the marketing message to fit the narrative.

Throughout the arrivals, the theme was "Make Every Game Count". For the ad, it transformed into "Make Every Game Wash Count".

The ad included a link to their website for fans to shop the product.

Pregame

As players take the field for pregame warmups, the sponsorship spotlight returns to Emerald Queen Casino & Hotel.

We begin with a video showcasing fans getting autographs from Seahawks legends—a perfect highlight of the home game fan experience.

Next, we see the layering technique in action once more, but with a twist: two photos are stacked in a frame. In the following frame, the player from the bottom photo remains in the foreground, while a video of the earlier huddle appears in the background.

Once the pads are on, the team leans into speed changes again as we witness players running through the tunnel and onto the field.

Next, there's another instance of layering, but this time in reverse.

We start with a video of the pregame speech, which is then replaced in the next frame by stacked photos of on-field warmups. As the rest of the team takes the field, a video layer is added back into the sequence.

Now, we take a look at wide receiver drills.

Jaxon Smith-Njigba runs a route and catches a pass. In the next frame, this moment is highlighted from the opposite angle and with a high-resolution image.

I love the play on perspective here, putting extra emphasis on the catch.

As kickoff approaches, a video emerges from the image showing a wide-angle view of the team’s entrance and the smoke show as they prepare to play.

A graphic announces Seattle Mariners outfielder Julio Rodriguez as the 12s' Flag Raiser, leading into two videos showcasing different moments from the ritual.

This sequence stands out not only for its technique but also for capturing the excitement of the fan experience for those who can't be there in person.

Game Coverage

With little action from the team in the first quarter, the story picks up with a score update graphic followed by our second interstitial ad, sponsored by EQC.

I like how the team added motion to this static creative. The ad itself doesn’t interrupt the story; it highlights that you can watch the Seahawks play at the event center.

The timing also makes sense since it was posted during a break.

As we reach the second quarter, the team posts a photo of Kenneth Walker’s touchdown celebration over a blurred close-up of that moment.

The photo is then replaced by a field-level video highlight, expanding to three videos with different angles showcased above and below the original highlight.

Now comes my favorite part of the story!

We get a "Tap to Run" call to action with a photo of DK Metcalf.

If you tap ahead six times quickly, it looks like Metcalf is running toward you. The sequence ends by revealing the halftime score graphic that appeared in the background of the last Metcalf image.

I haven't seen this done much, if at all, on game day, and it really kept my focus.

During the break, we get a "Stat of the Half" graphic sponsored by Bud Light, followed by a frame showing three stacked images of a Jason Myers field goal that gave the team the lead. This is the first time that template was used.

Not much action in the third quarter. We see another action shot of Walker, with the top layer disappearing to unveil a tighter, high-resolution image of him. The quarter ends with a score graphic as the Steelers take the lead.

Before the 4th quarter begins, we get the final interstitial ad. This time, it's an EQC video, again promoting the message to watch every Seahawks game at their event center.

Just like with YouTube videos, the longer the story, the more opportunities to include ads while maintaining balance and ensuring fans don't feel bombarded

By tailoring the message and branding to the moment and the team, the ad feels more relevant to the story and less like an interruption.

Back to the game, we see an image of a Geno Smith pass followed by an image of Zach Charbonnet receiving the throw, layered on top of the original image.

Like a perfect bookend, we get a sweeping shot of the now full stadium as the team's home schedule comes to a close.

The final score graphic follows, presented in a different style from the three other quarter updates, with a stronger focus on player imagery.

Next, the team fulfills its remaining partner deliverables: a sponsored photo gallery by Washington’s Lottery and a preview of their upcoming game against the Arizona Cardinals.

The Takeaway

Teams like Minnesota United FC (2024) and the Houston Astros (2023) have used similar styles in the past, but no one has done it quite like this.

The Seahawks didn’t include more frames just for the sake of it. They told a purposeful story, mixing different perspectives, transitions, and interactivity to keep fans engaged throughout game day. The consistent branding also made it feel very cohesive.

We can’t forget the incredible value for their partners. Forty of the 44 frames were sponsored (91%).

To be so successful in this pursuit even in losses says a lot about the impact of this strategy.

💼 CASE STUDY
Sponsored Content of the Week

Content that captures attention, whether sponsored or not, usually fits into at least one of three categories: entertaining, emotional, or educational.

Last weekend, the Dallas Cowboys nailed all three with their sponsored Father’s Day content.

Cowboys Cam

Cowboys Cam, sponsored by SeatGeek, is a recurring series where the content team poses a daily question or challenge.

The opening animation at the eight-second mark is an example I’ve often showed when pitching the concept to brand partners. I like how there’s a cold open to capture attention then the branding shows up once the fan is locked in.

To kick off Father’s Day weekend, the Cowboys challenged their players to see who could collapse a stroller the fastest.

Props to the Cowboys for this idea!

1. In an industry where a lot of the same prompts show up across sports and leagues (e.g. calling your parents to tell them you love them), the cowboys provided a fresh take on the concept.

2. More importantly, it taps into a relatable insight that men—whether dads or not—struggle with strollers. If you haven’t seen this TikTok, you’ll see what I mean.

The video delivered entertainment through humor:

• Players who looked clueless handling strollers.

• Dads familiar only with their personal stroller brand or blaming the stroller for issues.

• The confident dad who knew exactly what to do.

• The player who figured it out (Davis).

It’s hilarious to see big, strong men struggle with something seemingly simple, and the team’s competitive spirit made it even more enjoyable.

The Father’s Day edition of Cowboys Cam garnered 1.7M views and 59.8K engagements across Instagram, Facebook, X, and YouTube Shorts.

Celebrating Father’s Day with The Vaughns

On Father’s Day, the Cowboys shared a video featuring their father-son duo, Assistant Director of College Scouting Chris Vaughn and second-year running back Deuce Vaughn.

Chris and Deuce played a Newlywed-style game to test how well they knew each other.

The concept was both emotional and educational, showcasing a unique Father’s Day perspective that only the Cowboys could bring.

For those who missed last year’s viral NFL Draft moment where Chris called Deuce to inform him of his draft by the Cowboys, this video is a fitting follow-up.

As they played, fans got an intimate look into their relationship, displaying their love and connection.

Certain questions tied back smoothly to sponsor Academy Sports & Outdoors:

• “If you could choose one backyard game you’re certain you would win against the other, what would it be?” - this connects back to Academy Sports because they sell backyard games but the question doesn’t feel forced because it plays into a classic father-son competitive dynamic.

• “What is the first ever job that you had?” - we learn that Deuce was an Academy cashier which is a great way to show a deeper connection between the team and their brand partner.

This content piece ran across Facebook, X, and Instagram, producing 457K views and 8.6K engagements.

The Takeaway

Don’t underestimate the power of holiday posts in your digital partnerships.

While they might not headline your inventory, they can deliver substantial brand value when creatively executed.

Don’t settle for basic holiday graphics—aim for content that resonates and engages with fans.

🔍 SPONCONSPIRATION
Steal These Ideas

Wimbledon announced a collaboration with Christy by unveiling the 2024 Champions Towel using CGI.

AT&T strikes again with great use of the 5G Net Cam. This time we got an incredible angle of Christian Pulisic’s free kick goal in USMNT’s match against Brazil.

It takes great planning and a little luck to nail community-focused sponcon for a social media audience. The Indiana Fever nailed it here supporting Gainbridge and Group 1001’s 1001 Hours of Impact project.

If you have LED signage on your outfield wall like the Frisco RoughRiders, here’s an in-venue partner activation that can definitely work on social media.

This past season, the Detroit Red Wings and Meijer made a splash when they handed out Gravy Boats Zambonis to the first 7,500 fans who attended their Thanksgiving Eve game. They are building on that buzz by letting fans submit designs for the 2024 Gravy Boat and vote for which one will be given away next season.

🚨 ICYMI
What To Watch For

STM Wrapped: How the Detroit Pistons used Rover to drive season ticket member renewals with a personalized season recap. Loved this activation and think there’s an opportunity to add an instant-win giveaway (for team experiences and/or merchandise) rewarding renewals.

Collab Tool Update: You can now invite a collaborator well after an Instagram Reel has been shared. Lindsey Gamble, Later’s Associate Director of Influencer Innovation, shows how to put this in action and why it’s a win for creators, influencer marketers, and social media managers.

The Grimace Effect: Via Zoomph - The New York Mets have won SIX straight games since Grimace threw out the 1st pitch last week. Social posts about the McDonald's character on owned and earned channels have produced 32.9M impressions and 963K engagements, generating $1.2M in social exposure value (as of 6/18).

Catch Me Up: IBM will offer real-time analysis and personalized content for the Wimbledon crowds. Before matches, fans will receive AI-crafted previews with performance analysis and win probability predictions for their favorite players. After matches, they’ll get detailed summaries, highlights, and key stats—all produced automatically [h/t Chris Swadling].

hololive Night: The Los Angeles Dodgers will host their first-ever hololive night next month. Fans will enjoy special announcements over the PA system, a drone show, and limited-edition hololive promotional baseball cards featuring virtual creators Gawr Gura, Hoshimachi Suisei, and Usada Pekora. Hololive, is the production company behind these VTubers [h/t The Publish Press].