On October 13, the buzz on Twitter reached decibel levels.
Kansas City Chiefs fans at Arrowhead Stadium set the Guinness World Record for “loudest crowd at a sporting event” — and used Twitter to help accomplish the feat. After a week’s worth of promotion on Twitter with videos, giveaways and a nifty hashtag, as well as some timely encouraging Tweets on game day, the @KCChiefs put their fans on the cusp of history.
The drive to break the world decibel record began organically as a fan initiative because a group of fans wanted to create a Guinness World Record at Arrowhead Stadium, long considered one of the loudest stadiums.
The Chiefs embraced the cause, using Twitter to promote the event and engage even more fans. #LoudAndProud was chosen as the campaign hashtag.
Just a month earlier, the Seattle @Seahawks fan roars at CenturyLink Field broke the record, which gave Chiefs’ fans a new number to beat: 136.6 decibels. The Chiefs fans coordinated with the team, promoting the contest for the Chiefs’ October 13 game against NFC West rival Oakland @RAIDERS.
Throughout the week leading up to the game, the Chiefs spread the word on Twitter. They tweeted out an assortment of videos, ranging from an account of Arrowhead Stadium’s great tradition of deafening crowd noise to this special message from comedian Rob Riggle:
Hey #ChiefsKingdom, @robriggle has a message for you — http://t.co/u1RbOXGdIw #LoudAndProud— Kansas City Chiefs ( @KCChiefs) October 10, 2013
The Chiefs even gave fans the opportunity to win free tickets by following @KCChiefs and retweeting this…
The #ChiefsKingdom is going for a record this Sunday. We need your voice! Follow and RT for a chance at 2 tickets to the game. #LoudAndProud— Kansas City Chiefs ( @KCChiefs) October 11, 2013
…though this fan didn’t need a ticket to get in on the action:
I got a new company vehicle. I wanted something loud for Sunday’s game. #LoudandProud LET’S BREAK THE RECORD!!! pic.twitter.com/Hd0Zrq9RgX— KC Wolf ( @kcwolf) October 8, 2013
The day before the game, the Chiefs reminded fans about the forthcoming event and encouraged them to tweet a picture from their cheering section.
No matter where you are in the #ChiefsKingdom, tomorrow we unite to be #LoudAndProud. Share your pics and where you will be cheering from.— Kansas City Chiefs ( @KCChiefs) October 12, 2013
Before kickoff, the Chiefs tweeted one last call to action to break the record:
#Chiefs fans will attempt to break the world record for the loudest crowd at a stadium today. Make some noise! #LoudAndProud #OAKvsKC— Kansas City Chiefs ( @KCChiefs) October 13, 2013
During the game, the stadium video board exhorted the crowd to be #LoudAndProud. The Chiefs tweeted updates, encouraging just a little more noise:
The latest crowd noise reading is 132.5 DB. Almost there! Louder! #LoudAndProud #Chiefs— Kansas City Chiefs ( @KCChiefs) October 13, 2013
Finally, history was made: the fans hit 137.5 decibels, and the Chiefs quickly tweeted the news out in what would become the day’s most-retweeted Tweet.
RECORD BROKEN! 137.5 DECIBELS! #LoudAndProud— Kansas City Chiefs ( @KCChiefs) October 13, 2013
Meanwhile, fans tweeted pictures of the Jumbotron announcement.
Arrowhead is now the loudest stadium in the world! #LoudAndProud #ChiefsNation pic.twitter.com/kE5cmUOpTf— Chiefs Nation ( @Chiefs__Nation) October 13, 2013
The Chiefs and their fans were not just #LoudAndProud at Arrowhead Stadium. As a result of campaign on Twitter, the @KCChiefs saw a bump in engagement and follower growth: @KCChiefs gained 6x more followers than usual, and had 15x more Retweets and favorites.
The hashtag #LoudAndProud also turned out to be a big win, and Tweets using #LoudAndProud proved to be much more engaging than those about the campaign without it.
Even after the game ended, the conversation on Twitter was still going strong. The Seahawks took to Twitter to congratulate the Chiefs, which led to some playful jabs between the teams:
@KCChiefs Always taking the high road so we can’t help but respect you! Looks like the race for #LOUDER supremacy is just a two-stadium one.— Seattle Seahawks ( @Seahawks) October 14, 2013
Perhaps most important to Kansas City fans, the Chiefs won.
Chiefs have reason to be #LoudAndProud today as they move to 6-0 with win over Raiders. Jamaal Charles scores 2 TD in the victory.— SportsCenter ( @SportsCenter) October 13, 2013
Do you know of any more innovative uses of Twitter? Contact us at firstname.lastname@example.org.