Social Content Series & Campaigns

#HardKnocksNow

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 -- though the #HardKnocksNow campaign -- shared 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. As a result, fans got even closer to the action with exclusive behind-the-scenes videos each day of camp.

Explore #HardKnocksNow:

Results

Driven by daily #HardKnocksNow posts, 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.

Overall, the results of the campaign speak for themselves -- over 100 videos generating nearly 10 million impressions -- bringing one of the most memorable seasons of Hard Knocks to more fans than ever before.