How the South Does Hockey: A Carolina Hurricanes Millennial Engagement Campaign
Campaign Proposal
Our team, Slapshot Public Relations, was tasked with creating and pitching an extensive campaign for the Carolina Hurricanes with the goal of increasing awareness of games and promotions and improving the overall in-game experience for millennials. This is our final presentation.
Research
To begin our client work, we conducted research on young adults and millennials in the North Carolina Triangle area via a survey, focus groups, and interviews to inform our campaign. As a result, we uncovered three major characteristics of prospective and current Carolina Hurricanes game attendees: a desire for interactivity and digital connectivity, the requirement of a higher quantity and quality of social spaces and finding ineffectiveness in current communication channels in sharing events and details relative to this demographic.
Final Report
Instead of simply providing solutions to the issues we discovered, we had to create a comprehensible and calculated all-encompassing campaign —one with a clear vision. This is where “This Is How The South Does Hockey” was birthed. The Carolina Hurricanes are unique in that they are one of the only hockey teams in the South. We wanted to lean into Southern culture in order to attract and appeal to North Carolina fans.
Embracing the South and the Carolina Hurricanes fans’ rowdy and youthful energy, this campaign includes a variety of tactics including tailgate culture and food trucks, the new Cyclone Bar and Arcade social space and an interactive mobile application livens up intermissions. “Bold. Regional. Fun.” — the Hurricanes’ current core principles and the basis of our campaign because this is #HowTheSouthDoesHockey.