When the NHL and NHLPA reached an agreement to the official start date of the 2021 season, teams such as the Columbus Blue Jackets had to think and adapt quickly to what that meant for historically traditional in-game events and value. How can they mimic the at-home fan experience and also provide the same game-day value to their brand partners? In looking for a solution, the Columbus Blue Jackets have taken to launching digital activations with Pico - Get Personal, to create unique digital fan experiences with equal and added value to brand partners like Jet’s Pizza and Arbys.
In order to support their partners, the Blue Jackets took to their social media channels where they have a collective following of over 1.7 million fans. Rather than bombard their fans’ feeds with promotional posts, and to keep the community engaged, they launched several in-game activations within Facebook Messenger and Twitter DM, that activate when fans send a “trigger” word to the teams Facebook or Twitter profile.
Through one activation, the Blue Jackets are able to promote their partners’ offerings and understand how many fans clicked on each offer, and which fans clicked on each offer. The activations will run throughout the entirety of the season, during each game. The ability to have a 1:1 understanding of something that was not trackable in the past, like which fans are redeeming which coupons, is invaluable to both brand and team.
“This season is obviously unlike any before it and presented numerous challenges in working with partners to bring the game night experience to our fans when they aren’t able to be at Nationwide Arena,” said Ryan Chenault, Blue Jackets VP of Marketing. “With help from the Pico - Get Personal team and through the use of technology, we’re able to support multiple brand partnerships with one, consistent solution.”
Quinton Porter, VP of North America at Pico stated “It’s very exciting to provide a solution for the Blue Jackets’ digital sponsors' needs in a way that no other technology could. I’m looking forward to seeing how this partnership grows this season as we continue to support them for any of their digital engagement and data-capture needs”.