oregon football SOCIAL

I attended my first game at Autzen Stadium when I was two months old. In middle school, Joey Harrington was my football god. I was at the game in 2003 when #3 Michigan fell inside Autzen’s decibel death trap. I rushed the field and tossed the ball with my dad. In high school, we had season tickets. For college, I attended UO during the Chip Kelly era. I rushed the field…a lot…none more memorable than slamming the USC Trojans at sunset on halloween night.

I never played football, but always hoped I could play for the ducks someday.

In 2024 I got my shot when Phil Knight’s team came knocking and needed W+K’s help on a social strategy for Oregon Football’s content team to completely refresh, rejuvenate, and reignite the team’s social presence. But it wasn’t just about those three buzz words. At it’s core it was about innovation—a tenant of Oregon Football. And we needed a content plan to bring in new CFB fans, get boosters boostin, duck fans hyped, and most importantly get recruits and their parents excited to send their kids to Oregon. The only way to do this properly was to give the team permission to try crazy edit styles, push VFX, player stories, show more of Dan Lanning, and create multiple on-going series to capture different audiences.

Beyond the nitty gritty, I landed on this positioning statement that sets a tone and expectation for any creator the team hires.
It also serves as one-line action brief that lasts forever:

“Be as innovative on social as our team is on the gridiron”

now every piece of content from
2024 to now is BUILT ON THIS. GIVE @OREGONFOOTBALL A FOLLOW :)