Washington Capitals - Reverse Retro
The 6th Annual Awards
- Best Integrated Campaign
ABOUT THIS ENTRY
During the 2022-23 NHL season, the Washington Capitals along with the NHL’s reverse retro jersey program, executed an integrated marketing campaign around the Capitals black Reverse Retro jersey. The team wore the jersey for six homes during the season. The jersey is a nod back to the late 90’s Capitals home jerseys.
How does this represent “Excellence in Engagement”?
The Capitals reverse retro campaign showcases how to take a league platform and turn it into tangible value and results, both from a ticketing and partnership standpoint, but also providing increased value to your fan base. The campaign displays a complete marketing campaign with unconditional ways to engage fans through experiential marketing, leaning into team history, creating unique designs for retail and giveaways, and engaging non-traditional influencers.
This campaign set a new precedent with how we interact with our fan base and how we think about marketing campaigns. The need for fully integrated campaigns exists more than ever with the many different ways fans want to interact with a team. The objectives of this campaign along with the corresponding results exemplified why using numerous channels and outlets works with different segments in your marketplace. This campaign was the perfect example of creating unique, memorable experiences for fans and will help steer our marketing plans in the future.
Objective
The Capitals reverse retro campaign showcases how to take a league platform and turn it into tangible value and results, both from a ticketing and partnership standpoint, but also providing increased value to your fan base. The campaign displays a complete marketing campaign with unconditional ways to engage fans through experiential marketing, leaning into team history, creating unique designs for retail and giveaways, and engaging non-traditional influencers.
This campaign set a new precedent with how we interact with our fan base and how we think about marketing campaigns. The need for fully integrated campaigns exists more than ever with the many different ways fans want to interact with a team. The objectives of this campaign along with the corresponding results exemplified why using numerous channels and outlets works with different segments in your marketplace. This campaign was the perfect example of creating unique, memorable experiences for fans and will help steer our marketing plans in the future.
Strategy & Execution
The Reverse Retro campaign included several unique opportunities for Capitals fans to interface with the brand. During the season, the Capitals hosted a Rock the Retro Concert, throwing it back to the 90s, at a local DC music venue. This engaged fans through a different entertainment lens, outside of hockey, while also using players and alumni as key contributors to the concert promotion and atmosphere.
The Capitals also used a different approach with the all-arena giveaways during the six home games the jerseys were worn. The theme included a 90s retro theme from the look of the designs to the giveaway items themselves, giving fans a nostalgic feeling back to the 90s.
With the modern spots fan in mind, the Capitals also launched an influencer campaign and provided 75 local influencers with a reverse retro influencer kit, full of swag to share and post across social platforms. This would contribute to ticket sales and showcasing retail options.
Organizations
- Washington Capitals
Links
Credits
Frank O'Brien
Senior Director, Marketing
Washington Captials
Amanda Tischler
SVP, Marketing
Washington Capitals
Hunter Lochmann
CMO
Monumental Sports and Entertainment
Kendall Farrell
Director, Marketing
Washington Capitals
Caroline Potolicchio
Director, Fan Development
Washington Capitals
James Heuser
VP, Digital
Washington Capitals
Anthony Meier
Senior Social Media Manager
Washington Capitals
Steph Delancey
Producer
Washington Capitals
Aimee Brillhart
VP, Productions
Washington Capitals
Taryn Bray
Digital Correspondent
Washington Capitals
Alexa Ikeler
Senior Director, Game Presentation
Washignton Capitals
Jim Kowats
SVP, Productions
Washington Capitals
Chuck Kascur
Sr. ARt Director
Monumental Sports and Entertainment
Segery Kocharov
SVP, Public Relations
Washington Capitals
Megan Eichenberg
Director, Public Relations
Washington Capitals
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
