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Chiefs players engage fans on social media, fueling team pride

Posted: 1:11 PM, Jan 16, 2020
Updated: 2020-01-16 14:11:25-05
Chiefs fans outside of Arrowhead

KANSAS CITY, Mo. — From instant postgame reaction to tips for the next time you grill, Kansas City Chiefs fans get it all from the social media feeds of their favorite players.

Marketing experts say that engagement fuels a sense of pride and connection between Chiefs Kingdom and the Chiefs.

“(Fans) get really excited when the Chiefs, or any kind of brand, likes their tweet," said Grace Hoy, a connections supervisor of social strategy at Kansas City, Missouri-based VMLY&R. "It's as simple as pushing a button from behind a computer, but it can really make someone's day and really give them another way to connect and be part of their story."

She said players and the team are much more approachable. For example, Mitch Schwartz often replies to fans with questions about grilling, a hobby of his. This week, players Juan Thornhill and Gehrig Dieter launched contests on social media to give away tickets to Sunday’s AFC Championship matchup between the Chiefs and Tennessee Titans.

Hoy also pointed to players like Tyrann Mathieu, who comments on posts by fans, teammates and the Chiefs organization itself. She said that interaction is much different than what a fan would expect five or 10 years ago.

“We're able to be with them every step of the way,” Hoy said. “You don't have to wonder what was going through their mind, they'll actually tell you and respond to comments and be right there with us.”

Really, Hoy said it boils down to players showing off their personalities so fans have another reason to cheer for them when they step on the field.