We proposed a day-by-day release of the content, giving each unique asset its time to shine and make its way to our social following. By not hiding each piece within a thread, we open the doors to a new level of reach and engagement.

These are the final ideas we pitched for the campaign:

• Player & team maps (with more countries than USA/Canada)

• Top 10 players & teams

• Increases & decreases in page views year-over-year

• Most viewed player pages on a single day

• Number of additions to the site

• Month-by-month breakdown

• Flashbacks

• Divisional & league standings based on page views

• Assembling teams by page views (positional leaders)

  • Ex. Baseball Reference first team page views)

It was also important to consider certain factors when rolling out this campaign, like time of year, time of day, oversaturation, and asset design. Posting at the end of the year would add just another “Spotify Wrapped” to users’ feeds, but if we posted each sport at the end of their season, we’d be posting this content year-round. Additionally, if we do a day-by-day rollout, we might be oversaturating the feed with one type of content (ex. several maps in one day). Lastly, the team agreed that the assets needed to be designed to look like our websites, so when people screenshot and post on their own (like they inevitably will), that it will be obvious where this data came from.

After careful consideration, the team decided on a seasonal rollout to keep our brand top of mind year-round. This would provide a constant stream of the year-in-review data consumers love when most other companies can only do it in November/December.