On Sunday night, as people across the country made pinhole projectors out of cereal boxes and flocked to the path of totality, the social media managers behind America’s true pastime decided they would not be eclipsed by, well, the eclipse.
Lisa Braun, Director of Digital Media for the Cincinnati Reds, and Julian Valentin, Assistant Director of Digital Media & Publications for the Colorado Rockies, were chatting about a bunch of social media topics when Lisa had a bright idea: a Twitter singalong to celebrate the eclipse.
They quickly settled on a song – Bonnie Tyler’s ’80s classic, ‘Total Eclipse of the Heart.’ Cue music:
“Everybody was talking on social media about making their eclipse soundtrack, and that seemed to be the big song that everybody was suggesting,” says Lisa.
Next, they looped in Joel Hammond, Assistant Director of Communications for the Cleveland Indians, and each chose a line from the chorus to tweet with a relevant GIF. They knew everything else would fall into place from there.
“We didn’t want it to seem too planned,” says Lisa. “We just wanted to make sure we got it going, and then it took off. We knew the other teams would jump in.”
How could they resist singing along to one of the top karaoke songs of all time, especially after this opening?
🎵 And I need you now tonight!
And I need you more than ever! 🎵 pic.twitter.com/50Ocgjfuwb
— Cincinnati Reds (@Reds) August 21, 2017
🎶 And if you only hold me tight, we'll be holding on forever. 🎶 pic.twitter.com/9M8D9bX5bR
— Colorado Rockies (@Rockies) August 21, 2017
🎶 And we'll only be making it riiiiiiight
'cause we'll never be wrong together! 🎶 pic.twitter.com/SUzOgJoIH1
— Cleveland Indians (@Indians) August 21, 2017
Sure enough, it only took a couple minutes for the Phillies and the Nationals to catch on:
🎶We can take it to the end of the line
Your love is like a shadow on me all of the time. 🎶 pic.twitter.com/QHp2F25elj
— Phillies (@Phillies) August 21, 2017
“I thought one from the Nationals was really clever, with the lights going out,” says Lisa.
Hat tip to the Nationals for finding the perfect GIF in a matter of minutes.
🎶 I don't know what to do and I'm always in the dark 🎶 pic.twitter.com/hI9ItCgff3
— Washington Nationals (@Nationals) August 21, 2017
As team after team joined in to sing a line, the buzz started spreading to fans across the country.
“When we talk to each other, fans seem to love that,” says Lisa, adding that engagement on the Reds’ tweet was eight times higher than average. “They look at the major sports team accounts as accounts that are putting out information, and when they see that there’s a person behind it, it’s more fun.”
And while the competition between teams might be fierce on the field, it’s camaraderie between front office staff members from teams across the league that makes Twitter events like this (and the Reds’ epic snowball fight with the Rockies) possible.
“Even though we’re competitors, we can kind of put our differences aside to do something fun off the field,” says Lisa. “We don’t have direct competition with the other Major League Baseball teams because we have our own markets, so it’s great to bounce ideas off of each other.”
And as the great Bonnie Tyler says so profoundly, “we’ll never be wrong together.” Scroll through the rest of these lyrics to turn your day right around, bright eyes.
🎶 We're living in a powder keg and giving off sparks
I really need you tonight 🎶 pic.twitter.com/fIwoB2CGLq
— Minnesota Twins (@Twins) August 21, 2017
🎶 Forever's gonna start tonight 🎶 pic.twitter.com/VM5cmbD6HL
— Blue Jays (@BlueJays) August 21, 2017
🎶 One upon a time I was falling in love
Now I'm only falling apart 🎶 pic.twitter.com/lR1MH3YmH0
— Tampa Bay Rays (@RaysBaseball) August 21, 2017
🎵 There's nothing I can do
A total eclipse of the heart 🎵 pic.twitter.com/5Tbc7qMjHr
— Detroit Tigers (@tigers) August 21, 2017
🎶 Once upon a time there was (a) light(saber) in my life…but now there's only love in the dark… 🎶 pic.twitter.com/SFoUFWI6Js
— Milwaukee Brewers (@Brewers) August 21, 2017
🎶 Nothing I can say…
A total eclipse of the heart 🎶 pic.twitter.com/WjXz6TMsVd
— Chicago White Sox (@whitesox) August 21, 2017
🎶Turn around bright eyes 🎶 pic.twitter.com/ZGmP0wwgHv
— Baltimore Orioles (@Orioles) August 21, 2017
🎵 And I need you now tonight
And I need you more than ever 🎵 pic.twitter.com/Xcr7P5KJzf
— New York Mets (@Mets) August 21, 2017
- Rockies Challenge Reds to a Snowball Fight, Win Twitter
- A Step by Step Look at the Colorado Rockies Real-Time Social Media Workflow
- Behind the Scenes with the Sacramento Kings: Tips and Tricks from the Most Innovative Team in Sports
- Video: 3 DAM Questions for Pro Sports Creative Teams
The Libris team is proud to work with more than half of MLB teams, including the Reds, the Rockies and many of the other teams who belted out ‘Total Eclipse’ lyrics on Monday. Keep it up, guys.