Overall Social Media Campaign
Hard Knocks: Training Camp with the Cleveland Browns
Since 2001, Hard Knocks has brought fans inside one of the toughest workplaces in the world -- NFL training camp -- with award-winning technical production and unparalleled access.
This season, fans weren’t just able to enjoy Hard Knocks on a weekly basis via the show on HBO, but actually got live updates each day directly from Cleveland Browns training camp across social media platforms, including the newly launched @HardKnocksHBO Instagram account.
An on-site social media manager was able to pull from six different cameras producing over 400 hours of footage per week, sharing memorable moments as soon as they happened.
This season’s social media campaign celebrated the history of Hard Knocks, experimented with new techniques and platforms, and partnered with some of the biggest names in sports to reach a record number of fans.
Hard Knocks Hall of Fame
In its 13 seasons, Hard Knocks has captured some of the most memorable moments in recent football memory. To build excitement in the weeks leading up to the show’s August 7 premiere, the best clips from every season of Hard Knocks were shared across social media each day, culminating in a supercut video of the top highlights.
This season fans got even closer to the action with exclusive behind-the-scenes videos each day from training camp -- often multiple times a day -- that were shared on social media hours after they occurred. The newly launched Instagram account racked up 40k followers in its first few weeks. Moreover, some of the trending #HardKnocksNow clips helped inform show producers about moments that would translate well on-air.
HBO, the NFL, NFL Films, the Cleveland Browns and Bleacher Report collaborated throughout the season to identify, create and amplify share-worthy content that generated tremendous buzz for the show across the sports social media landscape.
In addition to #HardKnocksHOF, #HardKnocksNow and content partnerships, there were a slew of social assets released to promote the show, ranging from episode previews to player tune-in videos to fan photo galleries to cutting-edge IGTV content, as well as coverage of the premiere and a community service event.
The results of the campaign speak for themselves -- over 150 videos and dozens of custom assets generating nearly 25 million impressions -- bringing one of the most memorable seasons of Hard Knocks to more fans than ever before.
“The gold standard of sports reality programming.”