For the 2016-17 season, I was in search of a new, social-only feature that could be utilized on several social media channels in different formats. After seeing the success of videos and gifs of players making emoji faces the previous season, I conceptualized Guess the Emoji, a phrase-based game with players guessing NHL teams from emojis. I directed and helped produce the video content for Instagram, Twitter and Facebook.
This engaging content reached 747,125 accounts on Twitter, 1.4 million people on Facebook and 540,700 fans on Instagram during the 2016-17 NHL season. Guess the Emoji became a cult-following with fans continually requesting more videos. This campaign reinforces the notion that not every piece of content needs to be sponsored by an outside corporate partner, otherwise you would drive your fans away from your social channels.