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NFL Players Union Goes Social Media


The NFL Players Association has taken an offensive stance in their dispute with league officials and owners.

In the battle to sway public sentiment over a potential National Football League lockout, the NFL Players Association is hoping a social-media-backed video and petition drive will gain traction with fans.

The union is breaking a 60-second spot entitled “Let Us Play,” an impassioned sympathy play in which players and fans alike intone “Let us play” and “Let them play.” There is no other dialogue in the spot, which starts out with a camera zooming in on a padlock of a chain-link fence, and stark images from an empty football stadium.

What’s most interesting about the players’ tactic is the push towards social media. In a time nearing the Super Bowl when a 30-second spot goes for a cool $3 million – the players are moving 180 degrees into the realm of multi-channel, social networking to generate support for their cause.

Time will tell how this plays out but you can bet I’ll be watching closely.

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