#KeepPounding. If you’re an NFL fan, you’ll know what that means: the Carolina Panthers are ready for business in Sunday’s Super Bowl 50 clash versus the Denver Broncos. On the cusp of the biggest stage in football, the Panthers’ digital media team is frantically bombarding fans with tweets, statuses, videos and more. And with just a matter of days to go until one of the biggest games in their history, what is their social media strategy?
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#Panthers HQ in San Jose#SB50 #KeepPounding pic.twitter.com/ok7ebjYDkM
— Carolina Panthers (@Panthers) February 3, 2016
Of course, #KeepPounding is a reference to the beating of their iconic drum before home games. More than this though, the hashtag is currently flooding their Instagram, Twitter and Facebook profiles, fitting with the main message they are trying to convey: the Panthers will be prepared and waiting for a fight on Sunday. The drum even leads a motivational video at the forefront of their YouTube account.
In particular, it is part of a flurry of interview videos and photos on their official website, Facebook and Twitter. Quarterback Cam Newton, Thomas Davis, and Rookie line-backer Shaq Thompson all feature with several messages of resounding confidence. Even Coach Ron Rivera is apparently in his ‘comfort zone’ – after all, he was in the same shoes 30 years ago.
Despite the expected shows of strength and confidence in the build-up, the Panther’s digital media team have also made sure to implicate humour. They have included an article of ‘7 funny moments from Superbowl opening night’ as well as a behind-the-scenes snapshot of Cam Newton’s personalized Panthers footwear during a recent press conference. The image is then broadly captioned with the infamous ‘What are those!?’ vine trend.
“Who names themselves Kuechly?” – @randywattson
7 funny moments from #SBOpeningNight
» https://t.co/A0cWVKZKe8 pic.twitter.com/6DwydFcaV0
— Carolina Panthers (@Panthers) February 3, 2016
It is perhaps this combination of seriousness with humour which is their main tool for engaging all types of fans. Whilst the humour is possibly a ploy to win-over more neutrals before game-day, the competitive edge to the majority of their social media presence will undoubtedly reassure nervous die-hards.
Their cries for support are certainly not falling on deaf ears, either. Over 2 million people like their Facebook page, and a further 1.26 million people follow their Twitter account. In third place, their YouTube channel only earns them around 7,700 subscribers, but that hasn’t stopped them from uploading constant videos.
Win or lose, the Carolina Panthers’ have continued to reach out to excited fans on all fronts. If it doesn’t work out for them on Sunday, it would certainly take a brave soul to blame their digital media team. But then again, it would take a braver soul to blame their actual team – they’re big people.