NBC takes the field with Thursday Night Football tonight, lining up Saints/Panthers at 7:30p on the channel, NFL Network and Twitter. To drive awareness and viewership, the company is launching a comprehensive social media and marketing plan to promote its newest property, with content that will include a NBCUniversal GIF relay using the hashtag #TNFHandoff that will see a football emoji will be incorporated into GIFs posted on social media accounts from networks and shows. Twitter will also see a different celebrity Twitter ambassador live-tweet the game each week. World-renowned chef and New Orleans Saints super fan Emeril Lagasse will be live-tweeting tonight during NBC’s first TNF game from his handle, @Emeril. Lagasse is the chef/proprietor of 13 restaurants, and as a national TV personality, has hosted more than 2,000 shows on the Food Network.
The NFL has also created custom TNF Snapchat filters that will be available for fans. Filters are avaliable at NBCUniversal and NFL business locations throughout the country, including 30 Rockefeller Plaza and the TODAY show studios in New York City, the Universal Lot in Universal City, Calif., CNBC headquarters in Englewood Cliffs, N.J., TELEMUNDO headquarters in Miami, Fla., and NBC Sports Group’s International Broadcast Center in Stamford, Conn. NBCUniversal talent and NFL fans will be able to use the custom filters on their Snaps as excitement builds leading up to the game.
In addition, fans that see the Sunday Night Football bus on the road and at the stadium for TNF games will have the ability to unlock special filters by scanning a Snapcode located on the bus. Each location that the Sunday Night Football bus travels to during the week of the game will unlock a different filter, which are exclusive to fans who swipe the bus’ Snapcode.
Of course, NBCUniversal will also surround its coverage of TNF with its Big Event Strategy, drumming up promotion and content that will include properties such as TODAY, Tonight Show, Weather Channel, MSNBC, Telemundo, Golf Channel, the Universal Theme Parks and more.