It’s not the most compelling TV for those looking for fast action, and some media folks have criticized it for being too over the top with hype, but as a platform it is hard to argue that the NFL Draft as it stands today does not deliver for brand partners, fans, buzz and media content.
Perhaps this year was a bit of an outlier, because of the added hype of Johnny Manziel on round one and then Michael Sam on Saturday, and the event was bolstered in advance by the buzz and marketing around the film “Draft Day” that hit theaters less than three weeks before. However by doing all the “little things,” this year’s Draft had something for everyone by telling so many of the stories across so many outlets behind the scenes.
Want to know about how the names now get sewn on uniforms as players are picked and come to the podium? There was a story for that. What music to the draftees prefer? The NFL let players do their walkout music and then made sure the list was circulated (great artist hype and something the NBA will probably glean off of). Who dresses the athletes? More than one outlet brought us the story of the tailors to the stars. Want to connect with the history of the league, let’s bring in NFL Legends on Day Two to announce the picks and then let them speak about the glory of the game. How about some celebrity splash? There is the red carpet at Radio City filled with entertainment press. In market buzz? How about live drop in’s from mega- parties conducted by teams all weekend long in each of their markets. Make the event a travelling road show beyond just New York? Let’s have other cities talk about hosting the draft going forward.
That is all in addition to key sponsor events by Budweiser, Verizon and many others where clients can be engaged leading up to the draft and fans can experience the elongated show by getting free tickets to sit in the audience at Radio City as the event goes on.
The result? A huge win weekend during a time when games are months away, now netter placed strategically between the Super Bowl and the start of training camp, with equal time on both sides. Record buzz, record social media attention, and the building of new stars underway. Is there too much hype placed on all the trappings of The Draft? While some say yes, the career of the non-guaranteed contract in the salary capped NFL of today provides a limited window for some talent to shine, so giving everyone drafted the chance for some exposure is a valuable service provided to all the young players who walk through the door. It is much more enhanced than years before, but it is a great example of a property effectively taking advantage of a window in time to tell its story in unison to an audience that is both deeply engaged and one that may just be passing by for a look.
There were certainly best practices that the NBA, which has a similar format, can pull in for their draft, and perhaps event then NHL, MLS and MLB can also grab on to, although the development of stars for those three is a much more elongated process in most cases than hoops and football. Now all of the extras were certainly not just invented; many come from the hype and buzz surrounding the yearly entertainment show gatherings, like the Oscars or the Grammy’s or the Tony’s or even the MTV Music Awards. However the big difference is the honoring of young people here really BEFORE they achieve greatness, not after their career success is cast in stone.
There is talk of the Draft going to four days as well. Too much too long? Maybe. But if the content, the brands and the fans say go, why not? If you are the NFL or any of its partners you want feel good stories to be told year round, and the controlled environment and drama of The Draft presents the perfect launch pad for those stories to begin, and then to be extended throughout years and careers.
It’s a great celebration of a property in a very controlled environment with all the trappings, with the games still way off in the distance.