Synopsis
No other pro franchise—in any sport—has suffered as many setbacks as the Coyotes. Or faced as arduous a journey. After moving to Arizona from Winnipeg in 1996, the snakebit ‘Yotes endured terrible play, losing records, multiple failed ownerships, even bankruptcy. As if selling ice hockey in the desert wasn’t hard enough, they compounded the challenge with 19 lackluster marketing campaigns in 19 years. Yet, somehow, they still had a small, hardcore fanbase. And a new, energized ownership group who brought us in to reinvent the team’s brand as part of total, top-to-bottom franchise reboot. Rather than apologizing for the past, we embraced the “outsider” attitude it takes to love hockey in the desert. Celebrated the defiant pack mentality of the fans. And infused every element of the campaign with the aggressive, punk-rock edge that makes the team and their fans “A Pack Apart.” … Press: Fox Sports, USA Today, ESPN.
Long Form Video
Social
“The 5 o’clock Feeding”
Spontaneity plays a huge part in the popularity of social media. And the Coyotes post content on Facebook, Twitter, and Instagram all the time. But we also wanted to create and manage expectations among the fans across all their channels — and maximize readership of the team’s tactical promotional messages.
So, we created the “5 o’clock Feeding,” establishing an official time for fans to anticipate official team posts, which we described as “Tasty tidbits for hungry Coyotes fans.” Among them were Tune-In Times, Ticket and Promotion messages, Milestone announcements, Promotional offers, and the occasional fun brand statement. It became a way for the Coyotes to get the most important information to the most fans in the most reliable way.
ticket sales
promotional messaging
milestone post
"Coyote Eyes" smartphone download
Pre-game, there’s nothing more intimidating for opponents than being surrounded by 18,000 ramped-up Coyotes fans. Except being surrounded by 18,000 ramped-up, hungry, snarling “Coyotes.” So we created digital “Coyote Eyes” that fans downloaded to their smartphones and then held up in the darkened arena as their home team heroes were introduced. Effectively turning the arena into the world’s largest coyote den — with 18,000 pairs of glaring Coyote eyes staring down the opposing players amidst echoing howls, and adrenaline-surging music.
The most unique pre-game sequence in the NHL, the Pack went wild. And Coyotes players loved it.
In-Arena Merchandise
“Coyote Snout” Concession Cups
Redesigning the drink cups used during Yotes game, we turned an arena full of thirsty fans into a pack of snarling Coyotes. And a basic concession item into a surprise-and-delight, bonus keepsake.
Standing upright, the cup design was, admittedly, somewhat abstract. But when fans lifted it to their lips and drank from it, the cup viewed from the side became a Coyote “snout.” We even printed snarling Coyote teeth on the bottom of the cup to complete the “snout” illusion when viewed from the front.
Fans loved them. So did the clean up crew, since a lot people took them home.
Outdoor Boards
Arena Signage
Digital
:30 TV Promotional campaign
“Our Blood Runs Ice Cold”
“Zero Fair Weather Fans”
“Built for Hockey”
Print
