New Orlando City Hashtag #NeverHuntAlone Falls Flat

Orlando City has begun using a new hashtag on social media in the lead up to the 2016 MLS season. #NeverHuntAlone.

25 Days until @MLS Regular Season Starts. #NeverHuntAlone

Tickets: https://t.co/uuaraVkZYi pic.twitter.com/r2KKH8LmNa

— Orlando City SC (@OrlandoCitySC) February 9, 2016

The hashtag “#NeverHuntAlone” appears to be a play on Orlando City’s Lion mascot. But it just doesn’t make much sense, and frankly we think they could do better. The Orlando Sentinel’s Paul Ternorio confirmed with the team that it’s a Lion hunting reference, but it seems ambiguous and not really aligned to the branding the club has gravitated towards in the past.

Our take on the new campaign is that it’s simply pretty ineffective. It doesn’t really evoke any kind of emotion and will fall flat with fans. Last season the #DefyExpectations hashtag managed to bring out that emotion and connection from the fans.

We’ve even already seen social media buzz from other MLS club supporters using “Cecil the Lion” and other dead lion references to turn the phrase around as a way to put down Orlando City.

Our guess is that it doesn’t stick around for long.

Long live “#DefyExpectations”.