On the Gridiron: Silver and Black Productions, Las Vegas Raiders Build New Roots During Allegiant Stadium's Inaugural Season Social media tethers fans back in the Bay Area By Kristian Hernandez, Associate Editor
Monday, October 19, 2020 - 3:55 pm
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Many professional sports have opted for a return to play inside of a sanitized bubble, but not the NFL. Without skipping a beat, the league is soldiering on with regular season games in all 30 stadiums across the country. Similar to our At the Ballpark series, On the Gridiron will examine the new routines, habits, and production philosophies of in-venue personnel on any given Thursday, Sunday, or Monday.
Whether good or bad, this NFL season is undoubtedly creating moments that will have a lasting impact. For two franchises in Los Angeles, the Rams and the Chargers, a fresh set of memories will be made inside the same city and state at SoFi Stadium. As for the Raiders, they set sail eastward to Las Vegas' latest architectural icon, Allegiant Stadium. Silver and Black Productions, the team's creative and production department, is running with a reimagined content strategy during its first season with Raider Nation away from their new home.
We're trying to keep our newly-established relationships in a good place without fans, so there has been a lot of social media integration since we have a limited opportunity to show off what we want to do, says Justin Casserly, director, game & event presentation, Las Vegas Raiders. We didn't want to completely put everything on the back burner until 2021, so we're very fortunate to have a lot of national broadcasts with beauty shots that capture our videoboards and things like that.
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Two Legacies, One Future: Digital Content Connects Old and New Fans Started in Oakland in 2011, the 93-foot Al Davis Memorial Torch honors the former owner.
The Raiders have created a long and storied lineage in both Oakland and Los Angeles, and while the famous Black Hole will remain in the Bay Area, the franchise is working to construct a strong fanbase in an entirely new area of the country. The team is connecting both old and new followers on its digital and social media channels by embracing its notable history as well as its bright future in the Sin City.
Our marketing campaign is Two Legacies. One Future', so we're highlighting the team's overall legacy, but also the history of Las Vegas, says Casserly. We're trying to find all those opportunities to not only keep the people who have been with the organization and diehard fans, but also welcome the Las Vegas community into Raider Nation.
Looking in the past, the team is harkening back to its years as one of California's many NFL franchises. For example, the team honored the passing of baseball Hall of Famer, Oakland native, and longtime friend of the organization, Joe Morgan. In an attempt to turn a new leaf, the franchise is also spreading localized content to catch the attention of their new audience. As the framework of this new initiative, the department focused on another local professional team, the NHL's Vegas Golden Knights, to develop a plan that would make them a part of the community.
Owner Mark Davis, President Marc Badain, and the entire organization have really strived to insert ourselves into the Las Vegas community, he continues. The Vegas Golden Knights have done a phenomenal job and have become a nationwide team because of what they were able to do here.
The Raiders pays tribute to the victims of the Mandalay Bay shooting on the three-year anniversary with lights on the exterior of Allegiant Stadium.
The organization's digital outlets are featuring celebrities that have spent some time in the city As a nod to the city's culture and cuisine, local radio host JT the Brick hosted Food Network personality and UNLV graduate Guy Fieri to breakdown the Week 5 matchup against the Kansas City Chiefs. In addition, the team's first game on Monday Night Football included other highlights like a Thunderbirds flyover originating from Nellis Air Force Base in southern Nevada and a halftime performance by The Killers.
On a more somber note, the Raiders took part in the acknowledging the three-year anniversary of the Mandalay Bay shooting that took the lives of 60 people. Leveraging the peristyle on the exterior of Allegiant Stadium, the production team illuminated lights in the direction of the The Strip over the course of the night of Thursday, Oct. 1.
We had a really nice tribute that garnered a lot of local attention based on the Mandalay Bay shooting, says Casserl
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On the Gridiron: Silver and Black Productions, Las Vegas Raiders Build New Roots During Allegiant Stadium's Inaugural Season Social media tethers fans back in the Bay Area By Kristian Hernandez, Associate Editor 
