CASE STUDY
Friday Night Tykes
Love of the Game.
Friday Night Tykes (FNT) began as one of Esquire Network’s original television programs and most popular series. Focused on the controversial world of youth football, the show followed several teams in southern Texas. FNT highlighted the drama that ensues—both on and off the field—amongst the coaches, the players, and their families. After three successful seasons, Esquire Network decided to produce spin-off series, Friday Night Tykes: Steel Country in 2016.
After season 1, Esquire Network came to Brand Knew for creative and tactical support in building FNT’s social accounts. Esquire Network continued to rely on Brand Knew for creative strategies and digital support over the seasons.
Game Plan.
Brand Knew implemented a consistent narrative across all social accounts, focusing on the show’s core themes. FNT’s social accounts celebrated the show’s intensity, competition, grit, and authenticity, as well as the inherent controversy surrounding youth football. In giving FNT an identifiable voice, Brand Knew was able to artfully interweave topically relevant content to facilitate conversation and spark debate. We carefully crafted messaging to build enthusiasm and intrigue around each episode, including live play-by-play coverage during both East and West coast airings.
Brand Knew planned and executed a number of cross-platform promotional campaigns for major milestones, such as season premieres, finales, and the introduction of Steel Country. The Steel Country premiere was supported by an Instagram 9-tile reveal that featured nine different images and corresponding captions during the live broadcast, uploaded intermittently to create one powerful piece of key art. Brand Knew also integrated FNT into the world of professional football by capitalizing on nationwide events, such as the #TakeItFromATyke Super Bowl 50 initiative.
Game Changer.
Over the course of Brand Knew’s involvement, FNT’s Facebook page gained over 96.4 million impressions, with a total reach of over 60.8 million individuals. Brand Knew successfully launched FNT’s Instagram account, which grew by 136% during S3 alone. FNT’s social accounts became a national hub for all things youth football by encouraging controlled debate and offering fans exclusive content. Brand Knew’s social strategy drove tune-in, maximized engagement, extended brand awareness and, ultimately, solidified the show’s social presence.
