PARTNER: THE NEW YORK RANGERS // PROJECT: MY RANGERSTOWN
- Bring together people from all over the tri-state area to showcase what it means to be a Rangers fan.
- Create a digital asset that can be monetized through sponsorship integration.
Heading into the 2015 hockey season, the New York Rangers wanted to keep fans excited, especially after their run to the Stanley Cup Championship in 2014. We teamed up with the Rangers and launched “My RangersTown,” a three-phased digital, social and offline campaign showcasing what it means to be a Rangers fan and celebrating the common threads that bind the Rangers community.
What's Your Rangers Story?
“What’s your Rangers story?,” we asked. The video, photo, and essay stories – ranging from funny to emotional to nostalgic – were featured on a custom built digital hub. Fans could browse other fans’ stories, connecting True Blue fans from near and far. During the first phase of the contest, social media was used to promote and gather entries. The contest was also promoted on-air, in-arena and throughout the tri-state area at local rinks.
At the end of the submission period, Madison Square Garden judges chose three incredible stories to highlight. These stories were shared online and on-air where fans had the chance to vote for their favorite. After tens of thousands of votes, one story rose to the top...
My RangersTown was a tremendous success with the campaign engaging over a hundred thousand fans across multiple digital platforms in the first year. All rangers fans whether new, or true blue, were able to share their blue shirt pride.