The Green Bay Packers’ offense, left, lines up against the Lions defense during their game played Jan. 9 in Detroit. (AP file photo)

Much like coaches spend hours game planning, digital departments have spent months planning and shooting videos that will go live when the entire 2022 regular-season schedule is released tonight.

Most teams are sparing no expense to come up with unique ways to showcase their upcoming slate.

“Schedule release for us is kind of our Super Bowl in the digital sports club world,” said Derek Eagleton, the Dallas Cowboys’ vice president for media and programming.

The Cowboys had one of the league’s top videos last year with rapper Post Malone delivering the schedule as “The Postman” to Jerry Jones. It also included cameos from quarterback Dak Prescott and running back Ezekiel Elliott.

Packers defensive end Whitney Mercilus reacts after a defensive stop against Seattle Seahawks quarterback Russell Wilson, right, during the first half on Nov. 14 in Green Bay, Wis. (AP file photo)

Getting the Grammy nominee to participate ended up being an easy task. Post’s father is Rich Post, the assistant director of food and beverage for the Cowboys.

The release videos can run the gamut on style. Some go the animation route, others have incorporated brainstorming sessions where they can highlight different ideas. The Kansas City Chiefs opted to have coach Andy Reid discuss looking forward to the challenge of each opponent while the Pittsburgh Steelers used Legos to build their schedule.

In the case of the Denver Broncos, they have been looking at ways to top last year. Their video of Peyton Manning as an intern won a Webby Award in the Sports Social Video category.

“It’s definitely a challenge to kind of come up with creative ideas year after year, especially after we had such a successful one last year,” said Caroline Deisley, the Broncos’ senior manager of social media strategy. “It’s almost stressful, because as we’re trying to come up with our own idea, you’re wondering what the other 31 teams are going to do and hope that your video tops that.”

Marc Ganis, the president of sports consulting firm Sportscorp Ltd., said the team productions evolved from them seeing the activity on social media once the schedules were released.

“It grew organically after teams saw how many retweets the schedule would get along with conversations about which games fans were planning on attending or other fan bases talking at each other once the dates were known,” he said.