I think it is safe to say the @Chargers killed their new uniform rollout & announcement.

Here’s a quick thread outlining some of the aspects I loved most about the campaign! https://abs.twimg.com/emoji/v2/... draggable="false" alt="⬇️" title="Downwards arrow" aria-label="Emoji: Downwards arrow">https://abs.twimg.com/emoji/v2/... draggable="false" alt="📝" title="Memo" aria-label="Emoji: Memo">
First & foremost, they built anticipation via their most valuable marketing asset. The players. If the players like the new uniforms, fans are WAY more likely to at least be optimistic about the design.
They could have easily said...

“Set your alarm! https://abs.twimg.com/emoji/v2/... draggable="false" alt="⏰" title="Alarm clock" aria-label="Emoji: Alarm clock"> You won’t want to miss this! https://abs.twimg.com/emoji/v2/... draggable="false" alt="👀" title="Eyes" aria-label="Emoji: Eyes">”

But they didn’t. As a creative I love to see the usage of things everyone is familiar with to portray a message.
The most important thing... These designs are fantastic. The best marketing campaign can’t overcome bad design. These are https://abs.twimg.com/emoji/v2/... draggable="false" alt="🔥" title="Fire" aria-label="Emoji: Fire">

As for the initial release. Simple copy & creative built for each platform. Didn’t overthink it & let the uniforms speak for themselves.
The most important thing... These designs are fantastic. The best marketing campaign can’t overcome bad design. These are https://abs.twimg.com/emoji/v2/... draggable=As for the initial release. Simple copy & creative built for each platform. Didn’t overthink it & let the uniforms speak for themselves." title="The most important thing... These designs are fantastic. The best marketing campaign can’t overcome bad design. These are https://abs.twimg.com/emoji/v2/... draggable="false" alt="🔥" title="Fire" aria-label="Emoji: Fire">As for the initial release. Simple copy & creative built for each platform. Didn’t overthink it & let the uniforms speak for themselves.">
The most important thing... These designs are fantastic. The best marketing campaign can’t overcome bad design. These are https://abs.twimg.com/emoji/v2/... draggable=As for the initial release. Simple copy & creative built for each platform. Didn’t overthink it & let the uniforms speak for themselves." title="The most important thing... These designs are fantastic. The best marketing campaign can’t overcome bad design. These are https://abs.twimg.com/emoji/v2/... draggable="false" alt="🔥" title="Fire" aria-label="Emoji: Fire">As for the initial release. Simple copy & creative built for each platform. Didn’t overthink it & let the uniforms speak for themselves.">
Speaking of platforms. They didn’t forget Tik Tok and made the announcement in way that fits on Tik Tok.

Bonus points because I love Tik Tok at the moment.
They’ve been killing the social video game for a while so my expectations for the video element was high.

Told the story of “why” concisely while still entertaining. So well done I bet you didn’t even notice the physical uni’s weren’t in the video.
Sometimes “it’s cool” is an adequate reason for doing something, but if you can tell the “why” you’ll have infinitely more impact. Loved this graphic & link providing some insight behind the history of the uniform concept. https://twitter.com/chargers/status/1252597880843464705">https://twitter.com/chargers/...
As we know. Making dope stuff is great and all, but this is still a business. There will never be more buzz around these uniforms than there is today. Gotta get the https://abs.twimg.com/emoji/v2/... draggable="false" alt="💰" title="Money bag" aria-label="Emoji: Money bag">

Love the usage of the IG Shopping features in addition to the traditional methods to capitalize on that buzz.
IG stories is big enough to be its own platform. Rather than just repurposing images/videos to fit stories—going to the extra mile to create AR filters is so smart and can reach way more people.

I have a feeling this filter was all over IG DM’s today. https://twitter.com/chargers/status/1252644928439455744">https://twitter.com/chargers/...
So often we over think gathering feedback.

Sometimes it’s as easy as a quirky GIF and asking. https://twitter.com/chargers/status/1252663792816676865">https://twitter.com/chargers/...
Enlisting a local artist to create custom art for the release is smart for building a relationship with fans. Plus it’s cool!

Would have loved to see an unveil in the city somewhere, but understand the logistics of keeping a lid on things plus COVID-19 make that difficult. https://twitter.com/chargers/status/1252636063689920513">https://twitter.com/chargers/...
The @Chargers do digital right. This rollout was a great example for marketers inside & outside of sports.

Wanted to tag the entire @Chargers staff behind this, but didn’t want to miss anyone so if you know someone who worked on this, send this thread their way!
You can follow @tysonhutchins_.
Tip: mention @twtextapp on a Twitter thread with the keyword “unroll” to get a link to it.

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