This Sport Marketing Campaign Led Hockey Fans to Parties and Prizes
Laura McQuarrie — July 18, 2015 — Marketing
References: mapleleafs.nhl & marketingmag
In order to get the most fan engagement for the Toronto Maple Leafs' Draft Day, the hockey team set up an interactive sport marketing campaign exclusive to those who were using its mobile app.
Beacons were installed at the event, so that when hockey fans roamed around a physical space, they were eligible to receive location-specific notifications. For instance, when fans approached the statues at line Air Canada's Legends Row, the event triggered messages prompts on a user's device regarding social media for the team, history, parties and exclusive prizes.
Using this kind of sport marketing campaign with an emphasis on proximity, data was collected on the number of attendees who interacted with statues and shared their experiences on social media.
Beacons were installed at the event, so that when hockey fans roamed around a physical space, they were eligible to receive location-specific notifications. For instance, when fans approached the statues at line Air Canada's Legends Row, the event triggered messages prompts on a user's device regarding social media for the team, history, parties and exclusive prizes.
Using this kind of sport marketing campaign with an emphasis on proximity, data was collected on the number of attendees who interacted with statues and shared their experiences on social media.
Trend Themes
1. Proximity-based Marketing - Marketing campaigns that utilize location-based technology to trigger notifications and messaging will lead to higher fan engagement and data collection opportunities.
2. Interactive Fan Engagement - Sport marketing campaigns that engage fans through interactive experiences and exclusive prizes will increase brand loyalty and social media activity.
3. Mobile App Integration - Incorporating mobile apps into sport marketing campaigns enables the collection of data on attendee behavior and preferences, leading to more effective targeting and personalization.
Industry Implications
1. Sports Teams - Sports teams can use proximity-based marketing and interactive fan engagement to increase attendance and social media activity, as well as gather valuable data on fan behavior and preferences.
2. Event Planners - Event planners can incorporate mobile app integration and proximity-based marketing to improve attendee experience and gather data on event engagement for future planning and marketing efforts.
3. Marketing Agencies - Marketing agencies can utilize proximity-based marketing and interactive fan engagement to provide clients with innovative and effective sport marketing campaigns that boost brand awareness and increase customer engagement.
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