Fifty Fest Presented by TikTok
The 7th Annual Awards
- Best Event or Experiential Campaign
ABOUT THIS ENTRY
Capitals Fifty Fest presented by TikTok, was a once-in-a-lifetime celebration that brought together fans, current and former players, and the community kick off the Washington Capitals' 50th anniversary celebrations. This immersive event hosted at Capital One Arena combined the excitement of a live concert by Third Eye Blind, interactive fan experiences, and digital engagement, creating a memory for fans of all ages.
How does this represent "Excellence in Engagement"?
While traditionally fans were used to going to a Caps game or a concert at Capital One Arena, this event provided front row access to over 100 Capitals players paired a concert to show off the intersection between music and sport. Several local teams along with other professional sports team reached out to inquire about the planning of the event and results showing that that there was noteable recognition across the sports industry.
This event raises for the bar for how brands and teams have to create experiences around anniversaries. With measurable outcomes in ticket sales, social media engagement, media coverage, partnerships as well as community engagement – it was a holistic way to accomplish internal metrics of success. The Capitals have always been fan first and this experience was tailored to have fans leave with a memory that they will keep until the next big Capitals anniversary.
Objective
The Capitals were seeking a big way to begin the 50th anniversary season that would give back to fans. It was essential to make the event approachable and family friendly, which is where tickets for $19.74 came in. The event has organizational buy-in from across the board, especially with all the access to the team and bringing 70 alumni from all the world together.
Designed to celebrate the Capitals’ legacy, engage the next generation of hockey fans, and showcase the team’s long-term commitment to the community, Fifty Fest marked a significant milestone for the Caps franchise. In partnership with TikTok, the Capitals redefined the way iconic sports moments are celebrated, setting a new standard for fan-focused events with interactive installations and a live experience.
Strategy & Execution
The modern sports fan was top of mind in ensuring that the event experience resonated across age different age groups and very "shareable". While Caps fans are accustomed to live hockey games, it is extremely rare that over 100 players from the same franchise are in the same room and showcasing their personality on stage.
Upon entering, all fans received a giveaway and a “choose your adventure” map on all the mini experiences with in the larger event. Fans were able to participate in “Fire and Ice Photo Experience, Jeopardy Trivia Wall, Watch Live Artists Paint, sit the Caps Candid to tell your story, shop exclusive items at the Team store, enjoy a giant 50th light bright and so much more. Stage programming had different sections introducing all 70+ alumni, a panel of Caps legends the 2024-25 team and Tales of the Stanleys Cup.
The best way to cap off the night was with a set list from Third Eye Blind rocking out in Capitals jerseys. The fan feedback was extremely positive that the Capitals offered this experience to kickoff what has been a season for the record books so far.
Organizations
- Linder Global Events Design Foundry Fresh Tape Media
Featured
- 70+ alumni from Capitals history
- Third Eye Blind
- 2024-25 Capitals Team
- Stanley Cup
- Local Influencers hosted in the TikTok Suite
Credits
Amanda Tischler
SVP, Marketing
Washington Capitals
Frank O'Brien
FObien@monumentalsports.com
Washington Capitals
Erica Sandidge
Senior Manager, Marketing
WAshington capitals
Hunter Lochmann
Chief Marketing OFficer
Monumental Sports and Entertainment
Alexa Ikeler
Director, Game Presentation
Washington Capitals
Cassidy Lien
SVP, Game PResentation
Washigton capitals
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
