The 2019 NFLPA Collegiate Bowl got a big assist from participating players on social at this year’s all-star game.
In the days leading up to the game, the NFLPA team helped more than 50 participating Collegiate Bowl players access and publish behind-the-scenes content from practices to their personal social channels.
+ 57 players
+ 1.3 million impressions
+ 138 thousand engagements
+ 11% engagement rate
The athlete-driven posts helped expand the game’s reach, earning over 1.3 million impressions from the players’ highly engaged fan bases.
In total, the Collegiate Bowl account shared 70 tweets, earning 6,320 engagements from January 1st through January 19. The players’ 57 pregame posts generated over 138 thousand Twitter engagements — a 20-times increase from the official event account.
“The NFLPA is a player-driven organization and that mindset extends to every corner of our business,” said Steven Scebelo, Vice President, Licensing & Business Development, NFL Players, Inc.
“Working with the players to directly promote the NFLPA Collegiate Bowl to their social media followers was a no-brainer. Not only do players value the content, they also have access to a hyper-engaged fanbase.”
While the Collegiate Bowl itself earned additional awareness and tune-in from the posts, the players also benefitted by providing great content to their audience.
By pairing high-quality photography with shoutouts to @NFLPABowl and their alma mater, the players earned an engagement rate of over 11%.
“NFL players and our partners have embraced opendorse as the proven solution to publish content on social together,” said Scebelo.
“Many of the players were already familiar with and valued the platform from using it during college, so it was very smooth for all involved. The campaign was a great opportunity to start the players’ relationship with the NFLPA on social, while also providing content to help them engage their fans.”