While the team is away in Mexico City, the social media team plays

The Atlanta Hawks’ social media team showed their creative side while the team was away.

During the NBA’s in-season tournament, the Hawks social media team introduced a new way for fans to engage with the games.

“Only [Hawks] Fans.”

Yes, you read that right, and it’s a nod to a specific reference known only to true fans.

“Only Hawks fans know where the real action is and where to get it,” the team said on its site.

This engaging campaign requires watching the video to truly understand it.

There’s a lot to unpack here. From the concept to the light background music, and the alluring script being read. The true story lies in who proposed this idea and got it approved.

“Join in, and wake up your wild side,” the narrator says. “Hot five-on-five action.”

Imagining the process of presenting and approving this idea is where the real intrigue lies. Predictably, people on social media responded with confusion and humor.

A Hawks player eventually weighed in on the campaign, and it seems that guard Dejounte Murray was less than impressed.

Despite the mixed reactions, the unique campaign was retweeted 12,000 times as of Thursday evening.

The In-Season Tournament began on Friday and will conclude on Dec. 9 with the championship game in Las Vegas at the T-Mobile Arena.