Washington Capitals X Caps Canines Influencers
The 7th Annual Awards
- Most Creative Partnership with an Athlete or Influencer
ABOUT THIS ENTRY
As part of Caps Canine Night pawsented by Pedigree Foundation, the Capitals teamed up with 8 popular dog influencers offering an exclusive experience for the dogs during the game which resulted in a new standard for creative content and reaching a new audiences.
How does this represent "Excellence in Engagement"?
The pet industry has so much opportunity with how dog owners love their dogs and this is an example of how we have taken two things that people love (the dogs and the Caps) and gelled them together. All the influencers were so grateful to be able to experience a hockey game with their dog and their context reflected that through the personality of their dogs. Through our overall Caps Canines platform, we also were able to drive subscriptions to the club and the other adoptable dogs that were featured that night all found homes. The social metrics and media coverage speak for themselves in how well the content did across both Caps and influenceres channels.
Objective
As part of the Caps Canine night, we were challenged to think of new ways to gain exposure for Pedigree Foundation. With out the ability to host dogs in the arena, we jumped through a lot of hoops to be able to invite select dogs to the game and create an unique experience for owners and their dogs from a full creative takeover at the rink for the Corgis to walking with Ovechkin to arrivals to the suite – all the dogs (owners) were in awe. Ultimately our goal was for these "Caps Canines” influencers to raise the bar for creative content that was created and to drive association of the partnership.
Strategy & Execution
Through this unique collaboration, the Capitals provided influencers with an exclusive experience during the game, generating excitement and extending the brand's reach to both pet lovers and new fans. Capitals players walked alongside the influencer dogs during player arrivals, Each influencer dog was gifted with custom Capitals jerseys, dog gear, and branded props. By aligning with the PEDIGREE Foundation and focusing on the connection between fans and their pets, this partnership creatively broadened the team’s audience while fostering community engagement and highlighting the importance of pets in fans' lives.
These influencers enjoyed exclusive access to watch warmups from the glass, The partnership also offered a reserved suite courtesy of the PEDIGREE Foundation, ensuring comfort and an elevated experience for the influencers and their furry companions. In-game recognition on the arena boards further highlighted the collaboration, and each dog was given gift bags and customized posters, making the event even more memorable for the influencers and their followers.
The two corgi Caps Canines with the most followers, Hammy and Maxine also got full access to ice and an personalized all board takeover at Capital One Arena. They were able to create content pieces such as this one: https://www.instagram.com/reel/DFFpiF1pgUd/?igsh=OXp6ejQ0ZHNpbXh0
Featured
- Maxine – 7M Followers
- Hammy and Olivia – 25MM
- Whiskey Toller – 800K followers
- Bobby – 16.6K Followers
- Kaden and Addie – 100K followers
- Charlie the Shorkie – 13.4K followers
- Bentley – 1.8MM followers
- Biscuit – 53K follwers
Credits
Amanda Tischler
atischler@monumentalsports.com
Washington Capitals
Taryn Bray
Sr. Digital Correspondent
Washington Capitals
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