Super Bowl LIX recap, Melbourne NFL Game and Mailata mania

Sean Callanan (00:01.351)

Very happy to welcome my digital producer who runs all things on NFLAUNZ, Dylan Parks. Welcome to the podcast.

Dylan Parkes (00:09.774)

Thank you, it's good to be here. Been at SportsGeek for a while but first time guest on the pod so this is great.

Sean Callanan (00:16.839)

Yeah, normally we're meeting on butter and on Slack and on WhatsApp and keeping everything going, but I really wanted to sort of dive into what was a really, really big couple of weeks for NFL, you are UNZ, not just as our accounts, but, but overall, you know, we put in a lot of planning. So this was your second pro bowl and second Superbowl.

I'd been to a previous Pro Bowl in 2023 and then snuck my way into opening night when the Eagles and Chiefs ran. We really saw last year and the pitch was last year that it's a two-person operation to be able to take full advantage of the opportunities. And for us, the opportunity of the Pro Bowl games is to get access to the star players. We've got a lot of access to a lot of content with the NFL and the…

the domestic team that support us so well and the LCC that are capturing stuff on the sidelines but getting some content from players especially the stars of the game is it really does move the needle for our account doesn't it?

Dylan Parkes (01:28.182)

yeah, it does. And that's the only chance we get, obviously living in Australia, it's impossible for us to get access to the players. that week plus in the two cities is so valuable for the NFLAUNZ accounts.

Sean Callanan (01:41.264)

So for us, again, Pro Bowl games is, two, there's, it was sometimes one, there's sometimes two. There's some opportunities around the Pro Bowl practice. So, and so we pretty much, you know, are scanning the list of who's going to the Pro Bowl and who might be going to the Pro Bowl, who's still going to the Pro Bowl and trying to plan, I guess, content pieces and the like.

In previous years, like I just happened to have a tiny little cricket bat in my bag when I went to Las Vegas and I got a whole bunch of Pro bowlers to sign a mini cricket bat and it like it's that intersection of What the hell is that and Aussie fans going elite content love it cricket, you know, because it's a thing that Aussie said Last year we we had some trials and tribulations with the big yellow Sharon getting them to sign it with security

not allowing us to have the football and at one point squeezing the air out of the football as Michael Parsons was signing it. That was an experience and we're like dodging. And then this year, we decided to sort of not like, I very much love running something back. But there was this opportunity with George Kittle on stuff that we'd done previously with him. And this is podcast with props.

Dylan Parkes (02:45.282)

That was an experience.

Sean Callanan (03:08.678)

So in 2013, I turned up to Pro Bowl wearing this silly looking hat for those watching on YouTube. It's an Australian hat with corks. Because again, we're in a like, you know, at the Pro Bowl games, you're in a media pen. So you've got to do something to attract attention. in 2023, George Kittle, San Francisco 49er tight end went, I want to go talk to the guy with the cool hat.

And funnily enough, I actually had a second hat. And so I said, here you go, mate. You want a hat? Here's the hat. And like that was just, again, a visual setup, no intention to give George Kiddell a hat. And he took the hat and as luck would have it, we ended up with photos of him me mugging in the hat and practicing in the hat in Las Vegas at Pro Bowl games. And so like, again,

the best laid plans like that initial photo that went out, you know, two years ago just went bananas, didn't it?

Dylan Parkes (04:14.038)

went, yeah, completely bananas. And it was so perfect how it just happened. And it was just by circumstance. And those are usually the best content pieces that eventuate. And I remember it was a Monday morning in Australia, Sean's over in Las Vegas. And I get the message, you're not going to believe what just happened. George Kittle is wearing the Australian hat. We didn't post this right now. And we were so fast on the trigger and it turned out to be one of the best winners from that week. And the birth of such a cool content series.

Sean Callanan (04:43.823)

Well, and that's the thing. the following year, know, Kiddah was a multi-time pro bowler, was announced in the pro bowl and we're like, we've got an idea. We've got an idea. And then obviously the 49ers make the Super Bowl. we're like, we're like, well, we've got to level it up. We've got to come back to him with something else. And so last year at opening night, I donned the hat again and went to opening night and we…

Dylan Parkes (04:58.286)

That's correct, yeah.

Sean Callanan (05:11.621)

we'd bought him an Aussie chiller hat, is a of a leveled up hat, but it's not quite an Acoubra, but it's a cool hat that you can, know, Australian hat keeps the sun off, all of that kind of thing. And like, you know, you've now been to a couple of opening nights, it's madness. Like the amount of people that are trying to get to two athletes is ridiculous. And so again, a visual aid, I had the hat on and…

We sort of waited it out. Like, you know, there's a 45, 50 minute media availability. There's a real crush at the start. You know, you're fighting with, you know, Jimmy Fallon's talent and, and NBC and everyone in the US media has never got contact with these players. So we sort of went in late and I just sort of said, Hey, George, and he pointed, remember the hat. goes, Oh, I've still got that hat in my wardrobe at home. I'm like,

Dylan Parkes (05:47.938)

The whole… The whole US media.

Sean Callanan (06:06.564)

Again, the recognition was amazing. And I said, oh, mate, I've got a new hat for you. And unfortunately, coming off shoulder surgery, I gave the weakest throw you've ever seen. Didn't even make the podium. But George was an absolute legend. I saved in the edit, but he's put it on and he's done the cheers. Thanks a lot. And again, one of our early winners of Super Bowl week last year, that opening night.

Dylan Parkes (06:16.558)

It came good in the video edit.

Sean Callanan (06:34.563)

was him saying, thanks a lot, really appreciate it. And so we'd had this sort of series done and what no one knew was we'd actually had a bit set up for a Pro Bowl that we threw away because we wanted to really level up opening night. so heading to Orlando, we're like, I've still got that t-shirt of George wearing the hatch. Can we run it back? And so it's like,

Dylan Parkes (07:03.586)

Close again.

Sean Callanan (07:04.778)

Of course we can. sort of, you know, putting it in the bag. and then again, the, the, the madness that is the pro bowl games practice where the media are sort of, you know, there's the local, Orlando media trying to get a few grabs. And then there's, you know, more of a social audience type, channels that are trying to get small grabs, asking them, you know, what's their favorite ice cream or what's their first job in high school? Like, so everyone was trying to do their bit.

We had the AFC first and we sort of did a few grabs and we've got some grabs that are still in the can. Tried a few things and it's a very hit and miss. It depends on the mood of the player.

Dylan Parkes (07:45.166)

It's a very hit and miss atmosphere where you have a plan, you can execute the plan, but have backups because plan A isn't always going to work. Have a plan B, plan C, and sometimes even D and E so you can pivot quickly in a fast moving environment to make it work best.

Sean Callanan (08:04.067)

Well, exactly. mean, even last year we tried to get players to sign a thong, an Aussie thong for those who are listening. But as soon as we did it, we realized it was impossible to sign and it was an impossible concept to explain to them really quickly because we wanted the, what are you talking about? And then when they went to sign it and it didn't work. So we're like, we literally threw those thongs away in 10 minutes last year. So again, you've got to that, embrace that happy fail and go, well, what's next?

Dylan Parkes (08:09.966)

you

Sean Callanan (08:33.11)

But then when we have a concept, like we want to finish off that concept, when the NFC team came out, we're like, we're letting, you know, pro bowl quarterbacks walk us by, we're letting, you know, superstars walk us by, like, we just want George. And George, being a man of the people, decided to sign every kid's autograph on the fan side. So was really, you know, and you don't want to be, I mean, there are people that will just push in and grab the camera and get the piece. That's not our style. We're like a…

We'll be polite, we'll eventually get the bit. And then we start getting the media availability has closed. And we're like, no, not the security again. And it was literally at the last minute where again, I had the hat on, I said, hey George. And he just looked at me he goes, where's my hat? And we're like, beautiful, we've got him. We've got him. And then I've got, nice mate, I've got something better. And I hand him the T-shirt of him wearing the hat two years ago. And he's just like.

The way I've been describing George Kiddell is a human version of Scooby-Doo. Like he just gives all of these reactions that you want. I mean, you were sitting on the sideline trying to cap these alternate angles. What was it like from your point of view?

Dylan Parkes (09:39.51)

He is an honorary Aussie.

Dylan Parkes (09:46.658)

Yeah, it was a bit of chaos at the start and then just a lot of praying and hoping for it to take place. And when he turned around and saw you and I was at the, like just off to the side, getting the old angle and his reaction and then your reaction was just priceless to see. it was, yeah, love it when a plan comes to fruition.

Sean Callanan (10:06.412)

Absolutely, and then also just even think like how we executed them previously to now Like our design aesthetic was cool. This is a carousel This is our here's a shot from last year. Here's a shot. Here's his reaction. Here's the main video and here's a quote grab which Obviously is a you know, you've been looking into the stats and it's something that's worked quite well

Dylan Parkes (10:30.83)

100%.

Sean Callanan (10:32.041)

You know, that was obviously like, that's how we're going to do it from a, from an IG point of view. What was some of the, what were some of the numbers from, from, from that piece that, that impressed you?

Dylan Parkes (10:42.766)

Yeah, that was our early winner for the week. And it really set the tone for what was to come. We, as soon as we got the grab, we immediately in contact with the domestic team going, we've got the piece. We will send the collab, just wait, we're going to get it going. Then once we got back to the NFL hotel, putting it together, as you alluded to there, the carousel was the best format for Instagram. it turned out to be a massively successful 36,000 engagements reached about 600,000 people.

660,000 impressions. So it was really great how that, you know, happened. And then on TikTok was a bit of more of a low fi edit on TikTok. It was really set up for that comparison piece of the two years for Instagram. So on TikTok, it was a bit harder to show that in the storytelling, but we still managed to put together, you know, a 22nd reel that got 320,000 views, about 6K engagements. And that was collabed with the domestic team on TikTok as well.

So really happy with how that played out.

Sean Callanan (11:43.157)

And that's the thing, it's like, and again, like that carousel storytelling format, it does lend itself to go, okay, what's the TikTok edit of it as well? But it is just, can you know, how can you get, TikTok is all about getting a unique piece of content. And that was just us. Like no one else got that. wasn't the same grab that everyone got from the same podium. And that's.

That's what was our goal. That was our goal going into Pro Bowl games to go, can we get that unique content? Now we've got some other stuff that we're still in sifting through mode. Because it is a really important content capture day, we don't use everything that we capture from Pro Bowl and Super Bowl and Radio Row immediately, because it's still going to work down the track.

Sean Callanan (12:40.789)

Yeah, yeah. But it's also for us. Yeah, for also for us, like our fans will love that once they once they see it, see it anyway. So that was that was pretty much our our Pro Bowl games adventure. And we look forward to seeing George Kittle at the next Pro Bowl when we give him a T-shirt of him holding a T-shirt of him wearing a hat. Like it is like and he's the kind of guy that will continue to have inception of that. So maybe it might be a

photo of him holding the t-shirt that gets made into a hat. Maybe we go back to the hat. Maybe that's what we need to do. But one thing we do want to do, and this is a shout out to Angie, we want to release the t-shirt line. We want people to be rocking the George Kittle wearing Australia hat t-shirt. Because I mean, I will happily rock one.

But yeah, and George is absolute legend for it. You just always know you're gonna get good value from him.

Sean Callanan (13:46.1)

Yeah, shout out to George on the reel that you're going to share from this. Exactly. So then we made the relatively quick flight to get out of Orlando on Sunday rather than Monday. We didn't want to be caught short on Monday night. Monday night is such a big night in the NFL Super Bowl week. They've really made opening night a

It's, you know, it's, it's kicks off all the content for the week. Again, like you said earlier, all of the U S media and international media start turning their attention to the Superbowl. And so those have never been, you know, they effectively have one hour of media availability for one team and then, and one for another, six of the main stars have a podium, but the rest of the players are just wandering around the field and you can pretty much interview everyone.

Now, we've had, like we just sort of discussed, we had some success last year with George Kittle, we had some success with Travis Kelsey post last year. Two years ago, I was lucky enough to just hand Jordan, you know, the podiums were set up differently where I was able to hand my phone to Jordan and he did a piece to camera for our account.

describe what it's like opening night from your point of view and trying to get into capture and trying to figure out what you can capture.

Sean Callanan (15:53.567)

And the thing is, I think like last year, it was a little bit more like we had really definitive asks and things that we wanted to do. We had the George Hat bit and we had the, we're going to ask Travis to where he was going to come to Melbourne for a concert. Like talk about Taylor without talking about Taylor and we were able to execute those pieces. I think we both felt that this was a it was a tougher brief. Obviously Jordan Mallard had been there.

Like all of the Australian media is going to keep hyping his story of potentially being the first Australian to win a Super Bowl, play and win in a Super Bowl. And, you know, we'd already done, even though we are still on this wide remit of teaching all the fans, we'd already done a lot of Jordan's backstory. you know, asking Jordan about his, you know, being like, we'd done those stories both in previous opening nights and a whole bunch of other content. There was, again, there was, was a tougher thing to go water our

What are our straight shots? Like, you my first question, you know, again, because you had to be at the podium, sort of, was in that initial push of waiting and waiting and waiting. You know, I asked him what his family back home were going to be doing. And he's like, I'm here. Like my question fell completely flat. But then I think it was a matter of, you know, checking in with

you know, seeing what other broadcasters are doing, whether things that we could build upon. We've actually got some stuff that we did capture from opening night that we are going to use in the next couple of weeks. And even, know, like you said before, have those backup plans. Talk about your position of, I'm here opening night, might as shoot my shot. Talk about your podium interaction with Jordan.

Sean Callanan (18:12.39)

And you were there.

Sean Callanan (18:54.14)

It's also that recognition piece. You didn't have a silly hat on like me to be able to recognize, but you've done a few pieces with Jordan. Previously, he recognized you. I think he was giving more to people he did recognize. You've just got to take those chances where you can. Because opening night opens up a whole bunch of things.

you know, I ran into our good friend Sketch and said, hey, you know, he's asking about the shipmates. And again, doesn't end up on the content piece, but it's like, still send it to the shipmates and like, Sketch is still asking for you. So, you know, get, get involved. So it's a long, it's a long night. And then we can always count on our, our good friend, Uncle Scott Hanson, who all, all Australians wake up.

at 4 a.m. in the morning and watch Red Zone with Scott Hanson. He's a man that always hits a mark. We literally say, hey Scott, we're here from NFL Australia and he goes, my Aussies. And he did the spiel that we needed, tune in for Super Bowl Monday. So he's an absolute professional and he was hosting of the night. So we just sort of got him for a second. And so again, like you said, some of those

sort of backup plans. And then the other piece, I think, was also working with all the broadcast partners. We had Channel 7 there, we had FCN there, we had ESPN there, Laurie Horesh is one of the hardest working men in Australian media, especially on the NFL side. Like, you we also didn't need to double dip. You know, they got some really great grabs with Coach Stoutland and Jordan. And so we're like, well, they've done that. We don't need to go and get the same bit of content and…

and do it because we also are looking to support everyone. So, overall, I think it was a good start to the week. What about yourself?

Sean Callanan (21:02.81)

Well, and that's the thing. we had, so this was the Monday. We had a press conference scheduled for the Wednesday about whatever I now know is the Melbourne 2026 game. And so I think that's when our attention definitely turned to that to make sure we wanted to make sure we nailed that piece. had some

some terrific assets being, know, sizzle reels that sort of showed the journey of the international game across the globe and now landing in Melbourne with the Rams, the home team. Some key assets that sort of said, hey, Melbourne 2026 and the Rams are going to be at the MCG. And then it just became, you know, what does the timing look like coordinating it in New Orleans? It was…

Let me get my times right. I think it was three o'clock in New Orleans and 8 a.m. in Melbourne, Australia. And then it was for both of us, how do we get the tone right from a copy point of view and sort of get everyone around it? And that's where I think we really rose to the challenge to make sure that, you know, what's Facebook look like? What's X look like?

What's threads look like? How does IG collab look like? Who's involved? Like dotting all of those I's and crossing all of those T's. And I think there'll be social media managers listening, nodding their heads. Like I think it's so important. I think we've all seen posts go out and you just go, why did they do that? Or take us, mean, and we've got our system where we've got notion where we have all the copy and the copy for the different.

platforms and making sure all the handles are right. What were your thoughts on both getting that process right and sort of locking it in first?

Sean Callanan (23:45.979)

And that's what I think. I think the piece for us, and I think there is sometimes social, social folks that feel helpless or feel out of the loop or feel like the last to the party potentially. Like what we did was we learned, well, we'll just own it. We'll just own as much of it as possible. And it's much easier for someone to say, yes, that's all good than, you know, cause we get always, we weren't precious to say this was, this is the only way, but we thought.

If we ride it all out and we have everything looking planned and someone can go and go, that looks great. And it's, you know, cause we're working with other people that had a lot on their plate. Um, and so it was really great to, you know, uh, shout out to, to Colin Huber, uh, Colin and Bryce at the domestic team, um, who both looked it over and said, that looks good guys. You know, we're happy for you to lead. Um, you know, we had the, we had the differences of, you know, other international markets are doing.

game announcements and you know, Germany are doing them in German and you know, Madrid are doing them in Spanish and those kind of things. We didn't have that. We're in English. So like you said, you had to write the copy and tweak the copy to make sure it works for the Australian market, but also still make sense for the, for the U S market. And then it was just, you know, it was the classic social media announcement. Like the press conference was happening up the front and Peter O'Reilly is having the

Talking and then the sizzle reel comes on and then we're looking where's Greta? Where's Greta Greta's gonna give us the green light and you know, we're sitting there with Colin who's just sitting there ready to accept every tab and retweet and Where's Greta? We're like, that's it go and we're like go and we're like posting like crazy So it was a manic, know five or six minutes ago. Is it out to work? Did though, you know, why is the Wi-Fi down now? So you have that sort of mad panic? Because it's one it's going out to millions of people

And the good thing was it was, you know, and it was rubber stamping, you know, unfortunately it was leaked a week prior by a news organization that was shut off be named. But it got it wrong. And so it was good to be able to at least rubber stamp it and say, this is the official piece. This is the official team, the Rams, the Rams have been announced. No one else has been announced. And then it was a bit of you know, a big deep breath and

Sean Callanan (26:11.725)

how it was done, but it was a real historic moment. It was absolutely awesome to be in the room.

Sean Callanan (26:40.011)

And it is, it is something that we've, you know, joked about internally of we just need as many social followers to fill the MCG. And, you know, if you can, we've done it a couple of times over, but we're actually, you know, we're getting pretty close to a couple of our platforms. you know, we, we tick tock now over 80,000 and Instagram over 70,000. We expect that to grow. And, know, if you're, if you're not following the accounts and you expect to get a ticket, well,

If you're not following the accounts, you won't get a ticket. like, know, for starters, you should be following the accounts. But it was a big win and, you know, to hit all the marks, again, terrific support from the domestic team and the PR team, Greta and all the team, and much kudos you go to Charlotte Offord, who's put in a pair of work in the past.

you know, past three seasons since she's come on board of GM of Australia, New Zealand, to liaise with all the governments and, you know, have all the conversations with the NFL to make a game happen. Absolutely amazing effort.

Sean Callanan (27:52.225)

And so then we went from, then we went from like, again, like what we learned last year was, you know, being on Radio Row, what the opportunities were and, know, you could just ambush players occasionally. Some you can't, you know, don't try going up to, to Debo in, in Radio Row. He actually has a guy stiff arming media himself. He doesn't do any stiff arms in Radio Row, but you won't get him. So we still had some success in that, but I don't really want to focus on Radio Row. I wanted to focus on.

NFL honors because NFL honors last year We got red carpet access We actually we actually had some you know had some okay success with different people coming by we You know, we got weird players trying Tim Tams We we interviewed different players and they got some good, you know got some good grabs that work for us You know, whether it be you know players talking about being in Australia or shout outs to to the Australian market, but

This year was a little bit tougher on the red carpet than last year, wasn't it?

Sean Callanan (29:27.615)

It was a red carpet design because like last year it was a straight shot and eventually, know, yes, they might've been sick of the red carpet, but they still to go past us. Whereas there was sort of a U-turn right next to us and you know, players could miss us. you know, we did, we've got some great vision or some great shots of Josh Allen chatting with George Kittle, but we didn't get access to Josh Allen. like, we had, you know, we had questions ready for Josh Allen to ask him about his mate Danny Rick and…

So again, it's one of those ones where it's like, who are we gonna ask and who do we want? And it's to a certain degree, you can't pick and choose, but it was also a case of like, just getting those reps in. Like last year, like I was the one holding the mic talking to people and it's something I wanted you to do. like, wasn't, I'm like, I'm not feeling it. I'm not getting anything. It's like getting there. You you're able to get it, have a good conversation with Cameron Dicker in that instance.

Sean Callanan (30:56.449)

But then the other thing was, you know, for us, which is all about, you know, being a team player that the team from seven had never been, you know, the archer experts guys, Benny Graham and Duncan and that, Cam Luke, apologies, hadn't been on the red carpet before and they've been trying to expand their coverage of Super Bowl and how much they can do. They did a couple of shows from the international set and they're like,

We only want one piece. And like, what are you trying to get? We're trying to get Ben to catch up with his former QB Kurt Warner, who played, they both played together in the Cardinals. And we're like, cool. But they didn't have it. Like we had a dedicated spot in the red carpet. And like, hey guys, you take our spot. Like if you guys need to get that spot and get that grab, like that's where it's like, we just want to step back and let you get it. The good thing is they did get it. They, you know, they got.

They got Kurt's attention and he's like, Benny, hadn't seen Benny in a while. So I think that's just as, you it's much better content for them, for their channels, still raises the bar for the NFL in Australia. And for the, know, for the most part, you know, worked out really well, worked out really well for them.

Sean Callanan (32:17.653)

Yeah.

Sean Callanan (32:24.393)

And that was the piece, I mean, I want to realize it's going to go long, but hey, it was an interesting day. Like I think in the moment I'm like, I've never gone there, fell on us again. But now a couple of weeks later, yeah, I'll go again. Cause you know, in a different format, we just, you just don't, it's, know, so what's the Gretzky quote, you miss a hundred percent of shots you don't take. If we don't go, we don't get those, we don't get that content. So.

And we're just not in position to be knocking back content, I don't think, because we just don't get the access. Before we get into the actual game day itself, I just wanted to touch on a topic that's really… that's one that's very heated in this SportsGeek Slack and in the content whips that we have, which is, I guess, the strategy around collabs. And especially our strategy overall, from an NFL, AU and Z point of view.

You know, we're pretty much, hey, how can we grow the game? How can we cut through the noise? How can we be in the pop culture conversation is what we want to do. And one thing I will say is we are not precious in, in, you know, our grid and just a note to everyone. No one looks at your grid. Only you look at your grid. And you know, again, even Dylan smiling like, yeah, you check your grid. Oh, it's not quite the same. But again, you're the only one doing it. And so our strategy, especially around Super Bowl is

If you've got an engaged audience, if you've got a genuine interest and your, you know, your footballers are showing an interest in the Superbowl or your fans are showing interest, collab away. Like it just opens up new audiences. You don't know where those conversations go. That might be the entry point in. and you know, the Superbowl week and Superbowl day, is a collab frenzy, isn't it?

Sean Callanan (34:41.333)

And that's the thing, mean, the advice for, know, that's what we're saying. It's now, I think I have seen studies that saying the Super Bowl is bigger than the Melbourne Cup, which is a day that, you know, in Vitoria, you get a day off for. Like, you know, people are taking the day off or they're stopping work for a couple of hours to watch. You know, a lot of the AFL and NRL teams in pre-season will have their morning session a little earlier and then move to the theater so they can watch the game.

You know, we did see a bunch of the AFL NRL clubs come in and give us their tips, give us their take on the Kendrick Lamar halftime, you know, a bunch of different ways. for, you my advice for those teams doing it, like the game is going to kick off at 10 o'clock-ish, you know, in Australia on a Monday, get in early, get those collabs in early, get those prediction collabs in early. You know, the ones, you know, shout out to North Melbourne who did a trivium job in getting

getting those clubs in early, you know, on Saturday and Sunday, because it's like, you're gonna get more runway, because on the day, like, you know, I think that 7.30 to 10.30 time, when I'm talking Australian time, it was a bit hot and heavy in the accept, accept, accept, accept, accept. So I think there is a bit of, you know, if you are the club sender, especially in these major events, it always…

I don't think every council like us that's just going to accept, I think there is that building of the relationship that you want to do. But I think there's more for us to unpack and collapse overall. But just from a Super Bowl point of view, it was an accept away and it really, how many do we have in total posting on the day?

Sean Callanan (36:45.352)

Yeah, and that's, yeah, which is, excuse me, which is amazing considering, yeah, we're doing it from inside the stadium. And so I think that was, I guess that's one of the shifts that it's more, you you're the one that's on the tools on a weekly basis and you're normally doing so as you're doing now sitting in your chair with a nice big screen and multiple tabs open and,

I guess moving to that mobile first scenario to get things out, that was a bit of a shift for game day for you. But I think one of the things we want to shout out is the team at Slate for what they were able to, know, Slate is a tool to be able to grab the vision and then quickly brand it up and get it out.

Sean Callanan (38:39.889)

And then the other thing was, back to that club strategy and having our partners, we knew that our partners would be producing content, collabing. So ESPN were doing their little carousels that they do, boom, accept. ESPN were doing their content pieces, accept. Tab were doing some extra pieces, were accepting. So again, it was both ways that helped fill out that feed. And then we also had the commitments of, we've to get the halftime.

Half-time clips out. We've got the brand spot getting out. So there was a bit of, you know, trying to manage those. But yeah, it's a crazy day. And the thing is most people's attention is on the TV, but they're looking for the social assets to be able to share, reshare, show their fandom. The key ones for us were, you know, the planning of what eventually happened, which was the Eagles winning and Jordan Malata.

being the first Australian to win a play and win in a Superbowl. So, one, we had those assets ready to go. We got them signed off by domestic, like even some slight tweaks to the assets in the, even in the last couple of days, it's just to sort of be okay. Again, queuing up that that would be a collab back to domestic and to the Eagles and to the Eagles ANZ. I mean, it wasn't a last throw finish like.

like in Las Vegas. So it was a little, you know, cause it was such a beat down. but really once we got into that fourth quarter, it was just like, okay, you know, the champion post is going to go up. The Jordan post is going to go up. And then it's, we just need to get that video of Jordan reacting on, on field. how are you feeling in that, you know, in that moment of, Hey, I've got these, you know, key posts that you just know we're going to go bananas.

Sean Callanan (41:22.299)

Yeah.

Sean Callanan (41:49.369)

And I think the thing is, it's, I mean, you really notice it being in, in the U S as opposed to being here in his back home in Australia is. George Malata is an absolute star. And you know, in America, not just how he's a great Australian star, he's a, he's a star like, you know, to be all pro, and to, have the risk, you know, the respect, you know, his, his star is only going to get bigger.

And so, those posts came out. And then the only other thing we were doing was refreshing Green Fly. Again, shout out to the LCC, the local content capture team that were out there capturing everything throughout the season, not just at the Super Bowl, but we're like, we just want, we just want the shot with Jordan celebrating, you know, and we're both like refreshing. We're in different parts of the stadium. Like, have you got it yet? Have you got it yet? Got it. And, you know, it was him embracing his wife, Nikki.

To be able to get that turn around, brand it up, put it out. And that sort of, you know, it was a bit of a drop the mic moment for, at least for that day to go, hey, we've done what we needed to do. Take a deep breath and let everyone celebrate.

Sean Callanan (43:44.814)

No.

Sean Callanan (43:49.443)

Exactly, and we really want to say thank you to the NFL script writers who took in our notes that said we just wanted the Eagles to win and have Jordan be the first Australian to play and win a Super Bowl. Yeah, I mean, we couldn't have scripted that week any better. But from having some wins throughout the week, and then we're still in collating mode of all the content we have got.

But to have the success of the Melbourne 2026 game announcement and then to have the Super Bowl that we had with Jordan being a big star in that team, it's amazing. And I guess now we've got a really big 18 months ahead as we start planning for next season, but also planning for Melbourne 2026 and having…

know, 100,000 Australians watch a game at the MCG.

Sean Callanan (45:01.316)

Well, thank you very much, Dylan. Appreciate you coming on. It's much easier to recap a big week with someone that you did it with. I really appreciate you coming on the podcast.