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Tampa Bay Lightning
Be The Thunder

RAN IN: United States

CLIENT
Tampa Bay Lightning

Lynn Wittenburg - VP, Brand Mgmt.

AGENCY
22squared *Lead Agency

Scott Sheinberg - CCO, Tampa General Manager
John Stapleton - EVP, Chief Creative Director
Anne DiNapoli - Assoc. Social Media Director
Michelle Groux-Hux - Media Supervisor
Shane Needham - Executive Producer
James Rosene - SVP, Creative Director
Will Rossiter - Motionographer
Don Stephenson - Assoc. Creative Director
David Yeend - VP, Brand Planner


Blackboard Creative


SUMMARY

The Tampa Bay Lightning NHL team needed to overcome its fair-weather fan syndrome and engage a fan base to impact ticket sales. With its 2011-2012 season, we kicked off a marketing campaign that transformed fans from spectators to teammates, giving them a clear role and stake in the local team. By asking them to Be The Thunder, we energized the brand and its fans, ultimately increasing attendance, engagement and season ticket sales, despite fewer wins that season.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Social Networking Sites/Applications, Print, OOH, Consumer Involvement

Audience: New Audience, Men, Women, Brand Influencers, Boomers (45+), Children, Teens , Young Men (20-35), Young Women (20-35), Families, Mothers, Fathers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Local

Language: English