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Posted by Nate Elliott on November 5, 2009
Yesterday we published a case study that I'm really excited about, covering how the NHL used tweet-ups to create excitement for the 2009 Stanley Cup playoffs. The league worked with fans to organize a series of events that took place simultaneously around the world on the opening night of the playoffs. I had a chance to attend the tweet-up in Vancouver, and thought they were a great example of the power of both online and offline influence.
In the weeks leading up to the playoffs, fans started talking online about organizing a series of playoff tweet-ups -- and the league's Director of Social Media Mike DiLorenzo jumped at the chance to make it happen. Mike planned a big tweet-up in New York on the opening night of the playoffs, complete with food and beer sponsors and hockey merchandise giveaways -- and started promoting the event on Twitter.
To make sure there were lots of tweet-ups happening around the league, Mike reached out to a handful of influential hockey fans in key NHL markets to recruit their participation. Lots of fans also stepped up and volunteered to host events in their cities too. Before long, there were tweet-ups organized in almost two dozen cities around the world. The league supported every one of those tweet-ups by sending gift bags, coupons for discounts at shop.NHL.com, and signed hockey merchandise for event organizers to raffle.
The NHL spent only a few weeks and a few thousand dollars planning and supporting the tweet-ups, but the results were fantastic:
So, what can other marketers learn from the NHL's success? We think there are a number of important lessons here:
There's some other great coverage of the event online -- including that at Goaliegirl.com -- and clients should read the entire case study for even more details and best practices. Congratulations to the NHL, and to all its tweet-up organizers, on a great event.