Best Sports Online Video

Billions of dollars were at stake as the NFL football season was hanging in the balance due to a labor dispute. It was being billed in the media as "billionaires vs. millionaires". It was the talk of the nation, with the NFL and the National Football League Players Association fighting it out in the court of public opinion. Our audience was huge - with almost two-thirds of USA adults saying they watch NFL football every week. And they wanted to see NFL football in 2011.

NMS built from scratch an online army of fans for the NFLPA, garnering support on Facebook and Twitter, through petitions and digital PR outreach. We developed unique video content capturing fan zeal and reactions to the lockout, connecting the NFLPA directly with fans on the issues during the entire course of the lockout. NMS was able to galvanize support via social media to voice to the NFL to let the players back on the field.

NMS developed the rally cry "Let Us Play", a message from the players. We created a "Super Bowl" ad that was rejected by CBS. When it was rejected, the rejection was released to the digital world and the NFLPA followers. The "Let Us Play" spot caught on with fans on NFLlockout.com, and the Players Association's YouTube channel. NFL players used the #LETUSPLAY Twitter hash tag in their tweets, to update fans on the labor negotiations.

The Players Association and the NFL resolved the dispute and the season was saved.

Contributors:

Executive Creative Director:	Greg Johnston
Senior Account Manager:	Patrick Wixted
Senior Producer:	Chintimini Keith
Senior Project Manager:	Chauncey McCall
Art Director:	Greg Johnston
Copywriter:	Patrick Wixted, Chauncey McCall, Tyler Hoffberger
Account Director:	Pete Snyder
Director:	Fred Burgos
Executive Producer:	Marc Ryan

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Location: United States

About the Agency:

MXM Social is a full service social media agency, uniquely positioned at the intersection of digital strategy, public relations, grassroots marketing and online business intelligence. With more than 2,000 social media marketing campaigns for 85 different industries, MXM Social has unparalleled experience in propelling clients to the forefront of social business design. Let us cut through the noise and ensure your message reaches your audience with extreme relevance.