The Purdue football tweet that went viral after the Boilermakers beat Iowa was birthed in a West Lafayette meeting room more than 96 hours before kickoff in Iowa City.
If that sounds unexpectedly boring, well...that's the point.
"No shooting from the hip around here," Patrick Crawford, Purdue's associate athletic director of strategic communications, said. "We like to plan everything out and be thoughtful with it."
So every Tuesday, the creative team gets together and puts a social media plan together for that Saturday's game. Graphics. Videos. In this case, ideas for text.