[ video content / social media / rollout ]
How to get baseball players to say interesting things
I'm a big baseball fan, and having spent years watching and reading interviews with ballplayers and managers...I knew it was going to be a challenge getting ballplayers and managers to say interesting things. But our target audience was star high school baseball players, so I asked the pros to imagine they were giving advice to their younger selves. And we got a wide variety of great stuff.
This was for the launch and long-term rollout of Nike Baseball's facebook page. We shot videos with all-stars, college coaches and product designers, getting 100+ solid videos in 3 locations over 9 days. I wrote the questions and did the interviews, making sure to get a range of content for planned and reactive opportunities during the upcoming baseball seasons (high school, college and pro). At launch, we had stuff ready to go for the next 9+ months of social media, and in that time added more than half a million likes.
I asked Brian Wilson to give a pep talk to a kid about to take the ball for the 9th in a huge game.