Connecting Fans with Viral Holiday e-Card
To get fans in the Christmas spirit, the Vancouver Canucks launched a hilariously sharable eCard campaign that earned them over 11,000 organic impressions and 2,300 full, verified fan profiles.
GOAL: Surprise & Delight Fans for the Holidays
The Vancouver Canucks love to interact with their fans for the holidays. Their passionate fans are quick to share content that showcases their Canucks pride. The social team for the Canucks hoped to amp-up their game this year by making their cheesy team photo shoot more interactive. The team donned some ugly sweaters, posed in all of their awkward glory and made some of the best holiday eCards social media has ever seen.
SOLUTION: Win-Win-Win for Fans, Team & Sponsors
Armed with these hilariously endearing photos, the web team for the Canucks made a highly visual website with video content, interviews and an interactive Tradable Bits eCard builder. This widget let fans customize their pre-designed eCards with decorations and add their own personal message before sending it to their friends and family. The campaign immediately went viral - the web page received over 1000 visits in just the first few hours. In addition to the boost the campaign received from features in Vancouver Sun, Huffington Post and Inside Vancouver, the eCard shares alone generated 11,000 organic impressions in just fifteen days. Every time a fan created an eCard, they gave Canucks permission to access their basic profile. Now the Canucks has over 2300+ true fan profiles - segmented by their favourite players - that they can reach with email and Facebook ads with much higher return on investment.
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