This Sport Marketing Campaign Led Hockey Fans to Parties and Prizes

By: Laura McQuarrie - Jul 18, 2015
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.