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Volume 26 No. 230
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Sports Business Awards: Chicago Bulls Win Best In Sports Social Media

What was the “kookiest” idea the Bulls' social media team had? That was telling longform stories on Snapchat with themes like murder mysteries and castles, said Bulls VP/Marketing & Communications Susan Goodenow. Such inventiveness won the Bulls the Best in Sports Social Media award at the '17 Sports Business Awards. The Snapchat stories included spoofs of “Ferris Bueller’s Day Off,” where Benny the Bull skips a meeting to tour the city, and figuring out who deflated Big Ben, the team’s mascot. “We took chances, sometimes they didn’t work out,” she said during her acceptance speech. “It is technical, it is tough but it is really worth it. We had great partners who made it happen.” Another winner was getting creative types in Chicago to take over the team’s Instagram page during home games. The feed now has 3 million followers, and Bud Light sponsors the in-game “takeover.” Asked what social media ideas have not worked, as she referenced in her acceptance speech, Goodenow demurred, saying it would be akin to choosing between a parent’s children to tag one as not working. Clearly though, taking chances is necessary to succeed in social media, and as the award shows, most of Goodenow’s “children” are winners.