The Philadelphia Eagles launched a brand campaign called #FlyEaglesFly across their social media accounts to revitalize their brand. The campaign was developed by agency 160over90 and launched on September 5. As part of adapting the campaign for social media, the Eagles' social media coordinator interpreted the brand concept of Philadelphia being the City of Brotherly Love, developed strategies for each social media account based on their personalities, consistently executed the campaign, integrated it with the team's digital assets, and analyzed results and fan reaction. The analysis found that #FlyEaglesFly usage was gaining popularity on game days and that the Eagles saw growth in social media audiences and engagement.

1. a brand campaign
takes flight across
social media
Philadelphia Eagles
Katie Tang | Social Media Coordinator

2. #FlyEaglesFly: revitalizing a brand
Agency Partner: 160over90
Launch: September 5
• Primetime commercial during NFL Kickoff

4. Adapting #FlyEaglesFly for Social Media
1.
2.
3.
4.
5.
Interpret brand concept
Develop strategy for social media accounts
Execute consistently
Integrate with team’s digital assets
Analyze results and monitor reaction

5. Brand Concept
Everyone knows that Philadelphia is the City of Brotherly Love. But not
everyone knows what Brotherly Love truly is. It’s something you’re born
into. It’s a family love. A tough love. It’s being told what you need to
hear, instead of what you want to hear. It’s going through changes and
taking on new challenges, always knowing someone has your back.
That’s the love between Eagles fans, the team and this city. That’s the
tough love we have for each other. That’s forever.

6. Eagles Social Media Accounts
Home: Passionate  promote design treatment
Newsstand: Obsessive  develop voice and engaging news
delivery
TV: Gritty  hardest working team in NFL
Photo Album: Authentic  represent brand concept through photos
Gadget: Revitalized  deliver engaging content to better our SEO
Event Planner: Loyal  interject Eagles into all parts of lifestyle
Messenger: Direct  deliver insider access straight to our fans

7. Strategy Execution: Facebook

8. Strategy Execution: Twitter

9. Strategy Execution: Instagram

10. Digital Integration: Digital Nest

11. Digital Integration: FlyEaglesFly.com

12. Analyze Results
#FlyEaglesFly usage gaining ground on gameday
- Note 11/18: Nearly equaled mentions of commonly used #Eagles
Twitter Engagement

13. Analyze Results
Social Audience Growth

14. Analyze Results
Top Facebook Content

15. Fan Reaction

16. Q&A
Thank You. #FlyEaglesFly
Katie Tang
Philadelphia Eagles, Social Media Coordinator
ktang@eagles.nfl.com