Our primary objective was to grow the NHL fan base locally, specifically focusing on Gen Z. We teamed up with creators to show the in-game experience engagingly and authentically.
IZEA partnered with creators with different niches and audience sizes, all located in Colorado. One creator, a photographer and member of the LGBTQIA+ community, attended a pre-game event and photographed the Avalanche’s Pride game the next night. A fashion and lifestyle creator shared a “get-ready-with-me” style video showcasing the merchandise sold by the brand. Another creator, who regularly shares his hiking, skiing, and traveling adventures as a Black man, shared his experience at his first hockey game. Lastly, a comedy macro creator filmed a hilarious vlog-style video showing himself “staying the night” in the arena. Together, these diverse creators showed how anyone can enjoy a night of Avalanche hockey.
Our team managed the various logistics involved with working with multiple creators, including getting the creators to and from location spots, purchasing tickets, coordinating staff meetups, and ensuring creators had all the information needed before entering the arena. Since professional equipment was not allowed into the arena (with the exception of one creator, Jas), creators could only film their videos with their phones and still managed to capture professional and high-quality content.
The main objective of this campaign was to get Colorado natives excited about the 2023 hockey season and encourage people to attend games. Our biggest creator, Nick, was kind enough to do a value-add post and reshared his video on YouTube, which garnered over 2 million organic views.
In addition to our metrics, we have a solid working relationship with our industry partners at Cactus. Our client was thrilled with the outcome of our campaign, resulting in-store sales for their merchandise, and superseding their expectations when it came to our final view count and impression count.
