Objective

MVC Mic’d is a short-form video series that goes behind the scenes of the Minnesota Vikings Cheerleaders’ (MVC) gameday, practice and lifestyle.

There are many stereotypes around NFL cheerleaders, many of them untrue. The objective of this project was to break those stereotypes by humanizing NFL cheerleaders. By highlighting all the hard work that they put in to representing their team, viewers got to see a behind-the-scenes look into one of the most fan-facing aspects of a Vikings game: our cheerleaders.

Strategy

Core strategies:

• Short, digestible videos to keep viewers engaged.
• Selected both a rookie and a captain to amplify two different perspectives.
• Used a very small microphone so that the cheerleaders would still be comfortable performing with it.
• Went to practice, appearances, and rehearsals to better understand the role and personalities of the MVC in order to tell their stories to the fullest.

Execution:

Worked with the MVC Head Coach to identify the MVC to be mic’d for a practice and a gameday, as well as identify which game would be best to highlight. From there, formed a relationship with the MVC by going to practice and making content with them casually. The producer and MVC HC then came up with a game plan of content deliverables that would be short enough to perform well on social media while still humanizing and highlighting the hard work of the MVC.

Technologies utilized:

• Rode Wireless Go mics
• Sony a7r4
• iPhone 14 Pro Max
• Adobe Premiere Pro

Results

As of February 2, 2024, MVC Mic’d has gotten:

• 2.0M views, 70.3K likes on IG over 4 posts
• 3.9M views, 226.5K likes on TikTok over 5 posts
• MVC Mic’d was the Vikings’s top performing YouTube Short of 2023 with 329k views

Media