Cowboy Down, Yankees Fans: Shorty Awards Meme/Gif/Emojis A Yankees World Series loss leads to the highest-performing Twitter/X post all-time by the Falcons and by any NFL team in the 2024 season

OVERVIEW

A Super Bowl? A clinch? A touchdown? A celebrity? Nope! A disappointed Yankee fan becomes the most interacted post on Twitter/X in the NFL during the 2024 season and the most interacted post all-time from the Atlanta Falcons.

Being culturally relevant is one of the goals of the Atlanta Falcons Digital team for content distribution. The relevance can come from all corners of the globe. Sometimes, the timing aligns just right - from October baseball to NFL football.

The internet surely loves to have its fun of the "bandwagon" Cowboys/Lakers/Yankees fan. We all know them, we all love them, and we all love to have the sports banter whenever one of the national brands don't have success on national TV. As an organization, we were able to capitalize on some of the most iconic images from the World Series and find a way to adapt them as content pieces for the Atlanta Falcons. Following a big win over the Dallas Cowboys, the team stepped into action and went viral, not only for the week, but for the NFL season!

The single post garnered 7.4 million views, nearly double the second-highest performing post from the Atlanta Falcons Twitter/X account in the year. The post also accumulated 14% more interactions than the second most interactions on a Twitter/X post in the entire NFL.

What moment will the Falcons capitalize on in 2025?!

The Atlanta Falcons meme this sad Yankees/possibly Cowboys/possibly Lakers fan

THE STRATEGY

  • Lean into the newly-established brand voice "Southern Swagger"
  • Accomplish digital of being culturally relevant
  • Size and optimize photo for best engagement practices

THE PROCESS

  • Social team meets weekly to share topics regarding the team, city, pop culture
  • Content is created shared amongst team in Slack to talk through captions, plan of action
  • Content is mapped out for pre-game, in-game & post-game
  • Memes and GIFs are optional and decided in the moment, based upon tone of game

RESULTS

  • Total Interactions: 151,015
  • Engagements: 244,619
  • Likes: 140,812
  • Impressions: 6,544,889
  • X Post Views: 7.4M
  • Twitter/X Interactions: 9,100 interactions
  • Post Valuation: $11,449 (via Blinkfire)

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