2021 SHORTLIST

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TIMBERWOLVES SEASON-OPENING FIRST PERSON DRONE HYPE VIDEO

Entrant Company: Minnesota Timberwolves & Lynx

FINALIST

Best Original Content or Series (Under 10 min)

Timberwolves Season-Opening First Person Drone Hype Video

ABOUT THIS ENTRY

In the time leading up to the Season Opener, we created a robust content plan culminating in the reveal of a First-Person View (FPV) drone video exactly 24 hours from tipoff.

How does this represent “Excellence in Engagement”?

The video broke every record for engagement across Timberwolves social platforms, including but not limited to: most-viewed Twitter video to date, highest monetization on video in Twitter history, and most impressions on any post in history.

 

Objective: 24 hours from tipping off the 2020-21 Minnesota Timberwolves season, we sought to bring viewers a one-of-a-kind perspective into Target Center, and in turn, build excitement around our 2021 team.

Strategy & Execution: 11 months removed from the Timberwolves’ previous regular season game, we wanted fans across the globe to get a glimpse of the environment within Target Center heading into Game 1.

Our Content team contacted an FPV drone pilot to provide fans who were yearning for a return to Target Center unparalleled access into the venue from an innovative viewpoint that had never been seen within the sports world.

 

Results:

The reception from Timberwolves fans, and sports fans alike, was incredible.

Within 24 hours, the video received over 5 million unique views across team social platforms.

In total, the FPV video posts garnered 7,912,210 Impressions and 356,769 engagements.

Most notably, the video generated over $150,000 in revenue for the organization through Twitter’s monetization program.

PRODUCTION

Minnesota Timberwolves & Lynx


CREDITS

Drone Pilot
Rally Studios
 
Director
Mogo Media
 
Executive Producer - Digital Content
Minnesota Timberwolves & Lynx
 
Director of Digital Production, Minnesota Timberwolves & Lynx
 
Motion Graphics Manager, Minnesota Timberwolves & Lynx
 
Senior Motion Graphics Animator, Minnesota Timberwolves & Lynx 
 
Director of Digital Content Minnesota Timberwolves & Lynx 
 
Social Media Manager, Minnesota Timberwolves & Lynx
 
Social Media Coordinator, Minnesota Timberwolves & Lynx
 
Digital Content & Graphic Design Coordinator, Minnesota Timberwolves & Lynx
 
Videographer, Minnesota Timberwolves & Lynx  

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