by: Keith Perera Warrior Hockey Brand Manager
Here’s a step by step tracking of how the 2016 Hockey Hair Video went viral and how I screwed up Warrior’s single biggest earned media impression day of the year.
(Note: All times eastern – Tweet embed times are accurate when you click through).
1:00AM
Video posted by Pull Tab Productions on YouTube, GameonMN.com and tweeted out by @GameONMN
It’s here…2016 All Hockey Hair Teamhttps://t.co/t8Q4GUyxiL pic.twitter.com/nTSnuqnfUS
— GameOn (@GameOnMinnesota) March 6, 2016
1:20AM
Video link is sent to me. I sleep through the text. (I know – I had one job…)
2:02AM
Star Tribune shares video and accompanying exclusive story with interview of PTP. (20K followers)
It’s here: The 2016 All Hockey Hair Team (& thoughts from its mysterious creator). Watch: https://t.co/sXJzFE2bu7 pic.twitter.com/CNA9vugu1y
— Star Tribune Sports (@StribSports) March 6, 2016
4:00AM
I wake up in a panic and immediate post video link on all Warrior Social Channels.
The 2016 All Hockey Hair team is here. https://t.co/23SitGKBsj #AHH16 pic.twitter.com/y9XQ62udhn
— Warrior Hockey (@WarriorHockey) March 6, 2016
7:00AM
Yahoo/PuckDaddy/Sean Leahy first pick up video and share story. (146K + 20K followers)
New Puck Daddy: Minnesota All-Hockey Hair Team 2016 gives us top-notch salad (Video) https://t.co/iN9l7BiLXl
— Greg Wyshynski (@wyshynski) March 6, 2016
The Minnesota All-Hockey Hair Team is here! https://t.co/x4vJchZf4l @YahooSports pic.twitter.com/th2HyppHv7
— Sean Leahy (@Sean_Leahy) March 6, 2016
8:00AM
Total Frat Move shares the video with story. (1.13mil Followers)
The 2016 Minnesota State High School All Hockey Hair Team Is Officially Out: https://t.co/5j5KVyxesl pic.twitter.com/0mEVyddlmF
— Total Frat Move (@totalfratmove) March 6, 2016
9:00AM
Deadspin shares the video with story. (963K Followers)
VIDEO: Minnesota high school hockey hair, ranked https://t.co/wHP3Vuy3Gr pic.twitter.com/4GwUEnXAPP
— Deadspin (@Deadspin) March 6, 2016
9:29AM
Barstool Sports (291K Followers) – share video and writes story – written by El Presidente himself (262K Followers)
2016 Minnesota all hockey hair team is here https://t.co/6Dx4Gtvqmm pic.twitter.com/Wly5ewnhIK
— Barstool Sports (@barstoolsports) March 6, 2016
In the Barstool Story, El Prez signs off with “PS I NEED THIS HAT” and I immediately reached out to him and had it shipped Monday morning. He was happy –
Best hat in the game right now…. https://t.co/eeKzUPHmLU pic.twitter.com/1voUqpVmLJ
— David Portnoy (@stoolpresidente) March 8, 2016
9:50AM
Sporting News video and story share
The 2016 Minnesota State HS hockey all-hair team video is here.
You’re welcome. https://t.co/kY5KwtgLLe pic.twitter.com/MIZC5fo3YD
— Sporting News (@sportingnews) March 6, 2016
10:00AM – Video has 8K views
12:30PM
CBS Sports Online posts video with story (680K Followers)
Minnesota’s All-Hockey Hair Team is here, and once again it’s glorious. https://t.co/uc6qO3FwlQ pic.twitter.com/l72xxUXbH2
— CBS Sports (@CBSSports) March 6, 2016