Hockey Fights Cancer
Every year the NHL holds Hockey Fights Cancer Awareness Month. Each year it becomes a new task to try to come up with a creative and unique way to engage this important fight on social media without it becoming stale. For the Minnesota Wild's 2016 Hockey Fights Cancer Night, I served as a producer and director for the stick-tapping video. Trying to steer away from just utilizing the Hockey Fights Cancer "I Fight For" placards, we had players and Coach Bruce Boudreau use lavender stick tape and write who or what they fought for on the stick. The stick was later auctioned off to benefit Cancer charities in the Twin Cities.
Not only was this a powerful imagery for social media, in-arena and on Wild.com, it also became a rally cry on social media for the Wild. I was able to create several gifs utilizing the "no one fights alone" theme to keep the video going in several different avenues.
In addition to the video, I had a Snapchat Geofilter created similar to the "I Fight For" placards to encourage fans at Xcel Energy Center to engage with the fight and imagery on social media.
I also used my advocacy skills to encourage players to write on the "I Fight For" placards and place these signs on the tunnel to the ice as a way to unite the entire organization in the fight. I provided these photos to several players with public social media accounts and helped craft copy for their posts.
Overall, the Wild's Hockey Fights Cancer Awareness Night reached 1.443 million Twitter accounts, received 46,704 engagements on Twitter. On Facebook the posts reached 435,891 accounts and garnered 28,533 video views. On Instagram 620,200 accounts viewed Minnesota's HFC content with 41,501 engagements.