In the winter of 2003, the Toronto Maple Leafs took what was an unusual step in message control, breaking a trade news report on of all places, their own website. The move was met with scorn in a world where traditional, especially for such a traditional organization as an “Original Six” NHL franchise, was the norm. Why would the Leafs, the story went, usurp the traditional media channels and ho directly to the fans with their own take?
Message control and accuracy on their behalf.
In the years that followed, athletes like Tiger Woods and Roger Clemens chose to follow the same route, breaking any news they had on their own websites, and forcing media and fans to click on to get their official first statement on any matter big and small. Control the message and control the traffic and make some additional cash as well as breaking news.
As the years went by and the social space grew it became the norm for teams, leagues, brands, and of course The President of the United States…first Barack Obama and now Donald Trump, to use their social channel of choice, especially Twitter, to speak to their audience directly with their message when and how they wanted. What was once incredulous is now the norm. We go from the Jets announcing a signing of Tim Tebow on their Twitter feed to ESPN and LeBron James teaming up for “The Decision” and on and on.
Then we have the end of June 2019 as NBA Free Agency dawns, and Kevin Durant sets his sites on where he will settle next. The news, while first reported by ESPN’s Adrian Wojnarowski, did really become official until KD’s camp spoke. And where was the message finally delivered? Not on Durant’s personal social media outlets, it was delivered on the Instagram page of The Boardroom”, Durant’s relatively new show/media platform that is on ESPN +. As of the following morning, the simple static message generated over 780,000 views and over 11,400 comments, and became a news story in itself on a quiet Sunday night. No message on his own Twitter feed, which has 17.7 million followers at all (and the deal is not yet official so it makes it hard to send the correct message). All traffic, most of it probably new, driven to “The Boardroom.”
While some may say it’s just another case of a personality controlling the message, it really is another slight shift in the media landscape. Athletes, entertainers, personalities of every kind have become brands with a direct message and voice to the consumer. Some, like Durant and his business partner Rich Kleinman, have seen the ability to use the power of that personal brand to launch larger scale and potentially lucrative media platforms and businesses that can speak to different audiences beyond just a personal social platform and just about their business, this one being basketball. The result is a business like “The Boardroom” on a burgeoning streaming platform like ESPN +. Using that platform as the means to deliver the simple message drives interest where there was only some, creates buzz where there was a quiet period, and delivers a next example of how message control and delivery can evolve and see what is coming next with a personality who has the attention of millions, now with a new vehicle of delivery and a massive partner like ESPN. And by the way, Wojnarowski helped the cause by speaking to his millions of followers and directing them to “The Boardroom” Instagram account at six o’clock Sunday for the official announcement. Something which the player’s official page could not have done, since the signing period had not yet begun.
Evolution of storytelling on a Sunday night in June.
Now as free agency plays out this week and deals become official in a week or so you will see athletes using their channels to talk about their new destination, thanking former cities and embracing fans as we have seen in the past. What you may not see is the use of a third party platform to break news fast and first and so cleanly as we saw on Sunday night.
A well-played driver by KD and team as he heads to Brooklyn for the official announcement next week. He and his team controlled the message, drove traffic to a burgeoning platform, and showed again the power of the storytelling voice to deliver a message where and when he or she wants. It’s not for all, but for those who can speak loudly and effectively, it certainly works well.
