Peyton Manning’s ‘Omaha! Omaha!’ Snap Count Creates Most Random Tourism Marketing Ever

Midwestern city jumps on real-time opportunity

Headshot of Christopher Heine

During yesterday's San Diego vs. Denver NFL playoff game, Broncos quarterback Peyton Manning routinely hollered "Omaha! Omaha!," before getting the ball snapped to him a few dozen times while in shotgun formation. Some joked on Twitter that it was their new, get-sloppy-drunk drinking game, while others tweeted snarky ideas of their own.

For a while during the three-hour game (won by the Broncos), "Omaha" was a national trending topic on Twitter. Well, tourism marketers for Omaha, Neb., didn't let the real-time opportunity pass, tweeting the following during the second half.

Call it one of the most random tourism marketing moments ever. And those retweet and favorite numbers are pretty good. To compare, Oreo's much-ballyhooed Super Bowl blackout tweet last year garnered 10,000-plus retweets shortly after going live. That example is considered by some to be the gold standard of Twitter marketing. For more perspective, though, the cookie brand's four-tweet effort in late February 2013 for the Oscars only picked up a combined 340-odd retweets.

And it's got the Omaha Convention & Visitors Bureau getting ready for Sunday, when Manning and the Broncos face Tom Brady's New England Patriots in a game that should prove to be a bonanza when it comes to TV ratings and tweet activity. The OCVB is currently weighing whether to buy paid media to take advantage of Manning's "Omaha! Omaha!" snap count, which he's used all season (so it stands to reason the quarterback will continue to do so) to either change plays or to deceive defenders.

"We are considering all avenues at this time," Jasmyn LeFlore, OCVB social media manager, tells Adweek. "But we'll likely focus our efforts on listening and engaging on Twitter."

In terms of future promotions centering on this unusual development, work starring Manning and Omaha's Warren Buffett seems easy to imagine once the season is over (especially if the Broncos are Super Bowl Champs).

Meanwhile, direct marketer Omaha Steaks was a little late to the game this morning with this tweet, but still managed to have a bit of fun.

@Chris_Heine Christopher Heine is a New York-based editor and writer.