Rookie’s guide to the nfl

In 2018, the NFL Digital Media Lab had a bold plan: reach fans on one of the newest forms of digital engagment — smart speakers. The lab hired me to develop the brand personality, voice, and all the content for what would become its first-ever Alexa skill, The Rookie’s Guide to the NFL.

HOW IT WORKS

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Users can enable the skill on any Alexa-enabled device: smart speaker, phone, or tablet.

Once added, users can ask the skill about rules and penalties, positions and players, news and more.

Responses are delivered by a custom Alexa voice, whose intelligence and humor create an informative and fun way to learn about football.

 

marketing VIDEO

To promote the skill, I developed a concept where we would interview fans at a Los Angeles Rams game to show them engaging with the Alexa skill and asking the types of questions the skill answers. The result was a fun and lively video featuring a diverse set of people in the dynamic setting of an NFL playoff game.

The video received over 63K views. Watch it on Twitter.

 

KEY FEATURES

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The Rookie’s Guide to the NFL targets new and casual NFL fans who wanted to learn about the sport to better enjoy the game. I wrote all the content for the Alexa Skill, which allows users to:

  • Ask about over 2,000 NFL terms, rules and jargon.

  • Watch 200+ videos to bolster their knowledge.

  • Get weekly playoff previews from Super Bowl winner Osi Umenyiora.

  • Hear playoff news, schedules, and scores.

  • Listen to bios of every active NFL player.

  • Prepare for the Super Bowl with exclusive content.

 

the game plan

For the playoffs, we created a podcast-style segment hosted by Super Bowl winner Osi Umenyiora. “The Game Plan” broked down the playoff round, previewed each weekend’s games, and featured archival audio of a historic play from that specific playoff round.