The Hype Surrounding Sports
As a Georgia Bulldog fan, the recent game against Auburn was one for the books. The student body at UGA could not be more excited, as the anticipation grew to be between the hedges once again. As excited as they are to see another home game, the excitement builds once the weekly hype video is released.
The marketing brilliance behind this strategy could not be more spot-on and the response it elicits is just plain magic. For UGA, the videos remind us of what we are a part of, the beauty and wonder that is Athens, GA. It reminds us that this love for our team is for life and no matter how far away you are, you are always home.
No matter where we come from, who we are or what we’ve experienced, we are bound by a common love and a common home. It doesn't mean we know everyone, but together, the bond we all share in unbreakable. It awakens the sense of belonging to something bigger than ourselves, a passion for red and black and more importantly, allows us to thank our lucky stars that we are fortunate enough to study here and be loyal to this institution.
For school’s that struggle with student attendance at school sporting events, take a look at UGA. They also go to show that marketing isn't just about making someone do something, its about making them feel something as well. Whether is love, attachment, commitment or compassion, every bulldog fan gets chills every time they see a hype video and cannot wait for Saturday between the hedges.
Hype videos are made to play on the emotions a true fan feels and their passion towards the team. Whether you are a student, faculty member or alumni, everyone has that sense of belonging to a team. Hype videos evoke emotions and makes people want to attend games and cheer on the team.
In order to have a successful hype video it must be reasonable in length, include narration, as well as some sort of musical arrangement to accompany the narration. The narration and music contribute to the video, not just making it some other commercial, but a story with a purpose. Hype videos are also played before and during the game, perhaps before the start of the next quarter or half. This pumps up the fans in the stands and their energy is transmitted to the players who feel the atmosphere in the stadium. Also, it helps stadiums reach maximum capacity throughout the entire game and not have people leave at half time especially if the game is televised.
Of course, really no sports game is enough without a good hype video. Let’s take a look at some who deserve some extra attention.
1. SEC Football 2014: Although this one did not feature direct narration, the text is enough. It plays on the emotional feelings after watching an ACC team win the National Championship and how that should not deter fans from believing in their conference.
2. USA Men's National Team in the 2014 FIFA World Cup: Hype videos aren’t always for college football. In the 2014 World Cup, the USA Men’s National Team released videos before each of their games. Since the United States has always struggled with instilling that passion for soccer that other nations exhibit, the hype videos and conversations on social platforms led to the highest level of engagement and participation from the American public in a world cup yet. Whether a die-hard soccer fan or not, it reminds us that despite all our differences we are united in one thing, we are all American.
3. We Are One, Georgia Football: Of course, I left the best for last but I will admit I am a bit biased. Overall, a good hype video doesn't have to be for college football but as long as it has a short length (no more than 4 minutes) an engaging and captivating beginning middle and end, inspirational narration and good music, the video will surely make people want to go running to their nearest stadium.
We Are One from Georgia Football on Vimeo.
https://www.youtube.com/watch?v=-NFMSRfKnYc
https://www.youtube.com/watch?v=gyWVia7hzGs
http://vimeo.com/111792276
The marketing brilliance behind this strategy could not be more spot-on and the response it elicits is just plain magic. For UGA, the videos remind us of what we are a part of, the beauty and wonder that is Athens, GA. It reminds us that this love for our team is for life and no matter how far away you are, you are always home.
No matter where we come from, who we are or what we’ve experienced, we are bound by a common love and a common home. It doesn't mean we know everyone, but together, the bond we all share in unbreakable. It awakens the sense of belonging to something bigger than ourselves, a passion for red and black and more importantly, allows us to thank our lucky stars that we are fortunate enough to study here and be loyal to this institution.
For school’s that struggle with student attendance at school sporting events, take a look at UGA. They also go to show that marketing isn't just about making someone do something, its about making them feel something as well. Whether is love, attachment, commitment or compassion, every bulldog fan gets chills every time they see a hype video and cannot wait for Saturday between the hedges.
Hype videos are made to play on the emotions a true fan feels and their passion towards the team. Whether you are a student, faculty member or alumni, everyone has that sense of belonging to a team. Hype videos evoke emotions and makes people want to attend games and cheer on the team.
In order to have a successful hype video it must be reasonable in length, include narration, as well as some sort of musical arrangement to accompany the narration. The narration and music contribute to the video, not just making it some other commercial, but a story with a purpose. Hype videos are also played before and during the game, perhaps before the start of the next quarter or half. This pumps up the fans in the stands and their energy is transmitted to the players who feel the atmosphere in the stadium. Also, it helps stadiums reach maximum capacity throughout the entire game and not have people leave at half time especially if the game is televised.
Of course, really no sports game is enough without a good hype video. Let’s take a look at some who deserve some extra attention.
1. SEC Football 2014: Although this one did not feature direct narration, the text is enough. It plays on the emotional feelings after watching an ACC team win the National Championship and how that should not deter fans from believing in their conference.
https://www.youtube.com/watch?v=-NFMSRfKnYc
https://www.youtube.com/watch?v=gyWVia7hzGs
http://vimeo.com/111792276
I think you made some great points here. I especially liked the point you made about marketing doesn't always have to do trying to get someone to do something. The UGA Hype videos bring everyone together amazingly and make everyone feel like they have a place and encourages them to come to the game without actually saying it. I love looking for these videos every week and are awesome marketing strategies.
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