Exec. Dir. of Digital Media & Innovation | MN VIKINGS

Scott is entering his fifth season with the Minnesota Vikings and 14th in the NFL. As the Executive Director, Digital Media & Innovation, Scott oversees all aspects of digital media, social media, mobile strategy and online editorial content. Under Scott’s leadership, the team has created several innovative digital content campaigns, winning two Shorty Awards and one Webby Award. With a unique approach to digital storytelling, the Vikings consistently rank in the top quartile in content engagement amongst NFL teams. The Vikings mobile app is a pillar of the team’s digital ticketing and fan experience initiatives at U.S. Bank Stadium. 


Prior to joining the Vikings, Scott spent nine seasons with the San Francisco 49ers as the head of their social and digital teams. Scott was named to Leaders Under 40 Class of 2017. He lives in Minneapolis with his wife Lauren and their two French bulldogs, Cosette and Hugo. He’s originally from Sacramento, California and graduated from the University of Southern California.


1.)     What was your very first job? 

I was an ice cream scooper at Leatherby’s Family Creamery. I still make a mean sundae!


2.)     Please describe, in your own words, what your job is and what work it entails. 

The best part about my job is that I get to create every day and what I do constantly changes. Whether it’s storytelling on social media, building an OTT app, strategizing around video and editorial series or launching a new mobile app and other initiatives as U.S. Bank Staidum, our team impacts Vikings fans’ interactions with the teams. That’s not something we take lightly, and it’s incredibly rewarding.


3.)     How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

Around high school, I knew that I wanted to go into broadcast journalism, specifically sports. That has evolved over the years, but the principles are the same. Whether you’re producing a live newscast, documentary or short-form social video, it’s all about storytelling. Social media has heightened the creativity behind storytelling now since there are so many platforms and ways to convey your message. Video, photography, digital, social, design and creative all need to work together to produce the very best content.


4.)     In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

Sports teams constantly compare themselves to one another – it’s easy. But I think inspiration needs to come from outside the sports world as well. We need to think like a start-up while representing iconic brands that are so ingrained into our fan base. Because of that, inspiration can and should come from a variety of sources.


5.)     If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

Our Bring It Home campaign from the playoffs two seasons ago was my favorite project I’ve been able to work on. There were so many fingerprints on that project within our organization. With the opportunity to host and play in a Super Bowl at home, we were very bold with the Bring It Home tagline. There was buy in from every part of the business. It was very grass roots in nature, but we solicited the help of celebrities, other sports team, politicians and alumni to launch the campaign. We also took that local message and made it national, reaching out to Good Morning Football, FS1 and FOX to amplify the campaign. On gameday, we transformed the look and feel of the stadium to incorporate the Bring It Home message. Then, having the Saints game end with the Minneapolis Miracle made it all the more special.


6.)     Which creative disciplines do you commission most, and are most interested in seeing more of and why? (ie photo, film, social, experiential, vr, etc) 

We work with several social media influencers for campaigns like Vikings Quest and Skol Scribbles. We’re always interested in meeting more people in this area. I also work with VR/AR companies with our work on the app.


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