First Round in the Feed: How NFL Sponsors and Rookies Launched Social Media Campaigns on Draft Day

Copy of A social media plan for all team members. (4)

The NFL Draft is one of the biggest days every year at Opendorse. 

As the social media activation partner of NFL Players, we’ve helped hundreds of newly drafted rookies publish posts. We’ve executed real-time campaigns on behalf of NFL sponsors, assisted players in sharing highlights and thanking their alma maters, and have even launched awareness campaigns of our own. 

But in terms of size and scale of single-day social media activations, none compare to yesterday’s first round of the 2020 NFL Draft.

24 First-Round NFL Draft picks used Opendorse to facilitate and publish 72 posts alongside NFL partner brands.

When the smoke cleared, 24 first-round NFL Draft picks had used Opendorse to facilitate and publish 72 posts to their personal Twitter and Instagram channels on behalf of five NFL brand partners.

Dominating the Draft

24 of the 32 first-round rookies published 72 posts on behalf of sponsors to their personal Twitter and Instagram channels. The posts took off under the lights of the virtual Draft Day, earning more than 3 million engagements across Twitter and Instagram.

  • 24 First-Round Draft Picks

  • 72 Sponsored Posts

  • 3 Million Engagements

  • 15 Million Twitter Impressions

With the first-ever virtual NFL Draft, consumers and fans were more drawn to social and digital channels during the event than ever before. To capitalize on the shift of attention and to offer prospects a Draft Day experience, NFL partners Procter & Gamble, EA Sports, and Panini America designed athlete-driven sponsored social media campaigns featuring the athletes at the center of the Draft’s spotlight.

Procter & Gamble | #NFLDraftRedCarpet

P&G brands Old Spice, Gillette, and Head & Shoulders collaborated to bring the Draft Day experience back to the players. With no traditional red carpet, the brands worked with 20 first-rounders to create a red carpet of their own. The newly-minted rookie class shared videos of their red carpet experience across their personal Twitter and Instagram channels, driving more than 500 thousand social media engagements and millions of video views.  

EA Sports | #Madden20

A constant presence on Draft night, the makers of Madden 20 aimed to make a splash over the Draft weekend. For this weekend only, users can play Madden for free in celebration of the Draft. 

To bring the news to the most passionate fans in the game, EA enlisted almost half of the first-round class to promote the game by inviting fans to join their weekend streams of the game. In total, the player-driven posts netted nearly 2 million engagements. 

Panini America | #PaniniInstant

Panini America continued its Draft Day tradition of driving many players’ first post as pros. The team at Panini helped players publish their first #PaniniInstant Rookie Card in real-time. Each post provided a link allowing fans to immediately purchase the newly-minute cards. Previously, Panini made a splash pre-Draft with its #RoadtotheRatedRookie campaign.

Related Content

Opendorse playbook for social media followers and engagement

How to make huge gains on social media

Download our free guide to driving follower and engagement growth