Portfolio

NHL

We work with the NHL on their social media outreach in order to help them grow their brand and engage their fan base. In order to supplement initiatives we've launched for them on Facebook and Twitter, we've created a number of custom-made campaigns on these two platforms. The NHL has successfully leveraged these tools for meaningful fan interaction and community building.

Key Project Elements

Saturday NHL Picks
NHL Fan Lists
Ovechkin vs. Crosby

Work With Us

Saturday NHL Picks

In October 2009, the NHL launched a concept created by VaynerMedia called NHL Saturday Picks. To realize the initiative, we created a Twitter application that lives on nhl.com and a Facebook application that lives on the NHL Facebook page, both of which allow fans to enter the contest by picking the winners of each matchup (10-15) on a given Saturday. We also created a weekly leaderboard and an overall leaderboard to track the contest over the course of the season to create a sense of competition around the campaign.

nhl.com/ice/page.htm?id=57836

NHL Fan Lists

When Twitter announced the addition of Twitter lists, we immediately jumped on the opportunity for the NHL to funnel their sizable twitter following into team-centric communities on Twitter. After getting the NHL account whitelisted to contain more than 20 lists, we created a list for fans of each team. However, Twitter could not display all of them, so we also custom built a page on NHL.com that used the API to make the full team list available for all fans. In the interest of virality, we included the ability for fans to auto-generate a tweet proclaiming their favorite team with a link back to the Twitter List page.

nhl.com/ice/page.htm?id=58610

Ovechkin vs. Crosby

In order to capitalize on the hype surrounding the matchup the NHL's two premier stars, Alexander Ovechkin and Sidney Crosby, we developed a Facebook tab in which users could select which of the two players they preferred.

The user was given information on the game and then prompted to select the player they liked best. Afterward, they were asked to submit their name, email, and favorite team, allowing the NHL to capture valuable user data. Finally, the user was prompted to broadcast their selection to their newsfeed, increasing the viral nature of the promotion.

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