How NFL teams create schedule release videos: Memes, cameos and taking a joke (but not too far)

When Kenton Olson sat with the Seattle Seahawks social media team in 2016 to brainstorm their schedule release approach, he posed a question:What’s something that would get my mom to pay attention to the schedule?It sparked inspiration for the NFL’s first team-produced schedule release video, where the Seahawks baked cupcakes tied to their opponents. It was instantly popular, and within the next few years, every team began producing a schedule release video of its own. Little did Olson and his team know they would help turn a half-baked moment on the NFL calendar into an all-out content Super Bowl.Advertisement