Washington Capitals - Red Screaming Eagle Campaign
The 7th Annual Awards
- Best Integrated Campaign
ABOUT THIS ENTRY
The Red Screaming Eagle campaign showcases how the Washington Capitals reintroduced an iconic logo with a modern touch, that provided experiential moments, digital highlights, and creator collaborations. It highlights the campaign’s ability to turn a uniform unveil into a full‑funnel engagement, ticketing, and retail success story.
How does this represent "Excellence in Engagement"?
The launch of the Red Screaming Eagle jersey campaign showcased how to engage with fans through a variety of marketing tactics that differs from how sports team historically have unveiled jerseys. By making a jersey worn on the ice an entire seasonal campaign, shows how you can use momentum, coolness factor, and short term branding, into increased revenue, higher fan engagement, and ultimately grow fandom. This will challenge the status quo of how teams and leagues launch jersey campaigns and continue the momentum that is built with fans all season long.
Objective
Drive excitement and fan passion through a unique unveil:
The primary goal of the jersey reveal was to create a moment that went beyond just announcing a jersey. We wanted to build anticipation, emotion, and conversation around bringing back an iconic sweater. We did this through a series of videos and static imagery that connected the jersey to fans and created a buzz across social media.
Drive Ticket Sales Through Game Integration
Another key objective was to use the crest as a way to support ticketing revenue. We integrated the jersey into multiple giveaways and ticket packages to help boost games that needed more support, but also heightened games that were nationally televised or had higher media exposure. The uniform gave us a national platform to promote ticketing needs with exclusive giveaways and exciting ticket packages.
Increase Retail Sales with New Product Offerings
The campaign also served a major retail initiative, boosting sales in the Capital One Arena team store. The objective was to leverage the screaming eagle logo and use across several different apparel categories. It elevated the retail offerings with fresh, new designs and created high demand.
Strategy & Execution
Modern fans crave experience driven opportunities and a participatory factor. The screaming eagle campaign gave us the opportunity to engage with fans a more unique way, including a pop-up activation at Nationals Park and a cross collaboration with the Nationals giving fans a fun way to engage with both teams. We also connected with several creators and influencers to reach that new fan across different platforms. These collaborations helped the Screaming Eagle campaign transcend hockey and tap into more lifestyle communities and DC culture.
Modern fans care about the aesthetic of the jersey and the cultural relevance it has. We leaned into the coolness factor the jersey brought and what we have heard from fans over the years. Fans consistently highlight that the screaming eagle is their favorite jersey. The digital first experience we took with the jersey through short form video content, fun storytelling, and impactful creator collaborations, drove the engagement specifically with the modern fan across platforms such as TikTok and Instagram.
Organizations
Washington Capitals
Links
Featured
Alex Ovechkin
- Tom Wilson
- Dylan Strome
Penny the Eagle
Credits
Amanda Tischler
SVP, Marketing
Washington Capitals
James Heuser
VP, Digital
Washington Capitals
Kendall Farrell
Director, Marketing
Washington Capitals
Erica Sandidge
Senior Manager, Marketing
Washington 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.
SPORTS
AWARDS
SPORTS ENTERTAINMENT
Almost there!
One more step and you're on the way to casting your votes.