Millions of Potential Social Impressions from FOX Sports North’s Minnesota Wild Playoff Campaign

FOX Sports North’s first round coverage of the Minnesota Wild Playoffs proved to be a success on many levels. 

In addition to record-breaking ratings (game 2 was highest Wild game ever on FOX Sports North with a 10.13) and ad sales success, the regional sports network also documented an impressive social reach, with millions of potential impressions according to Mass Relevance. 
 

FOX Sports North teamed up with the Minnesota Wild to generate buzz and drive social awareness around the playoffs, by turning the team’s slogan, “Fight to the End,” into a hashtag.

Fans were encouraged to show their support for the Wild by tweeting #FightToTheEnd, then to check the avatar wall on foxsportsnorth.com to find their photo: http://www.foxsportsnorth.com/fight_to_the_end

The hashtag was promoted across all of FOX Sports North’s platforms throughout the playoffs and recorded impressive stats:

• Social Reach: Approx. one million fans per game (five games total)
  
• Total Number of Tweets Sent with #FightToTheEnd: 10,207
  
• Tweets per Minute: up to 100, during game 3
  
• FOXsportsnorth.com page views: 700+
  
• Top “Influential” Tweeters who used the hashtag:
• @mnwild, Minnesota Wild (144,000+ followers)
• @lindsay_13, Lindsey Whalen, Minnesota Lynx (25,400+)
•  @lvking, Kirby Puckett Jr.(33,700+)

The campaign was promoted across FOX Sports North’s multiple platforms:

• **Stats show that on-air mentions directly correlate with spikes in interaction

• On-Air:
• Pregame Clip, WATCH
• In-Game Clip, WATCH
• Postgame Clip, WATCH

• In-Game Game Drops

• Promo:

• Social Media:

  

Overall, the campaign showed that sports fans rally around their team and want to be part of a social network that identifies with their team affiliation. FOX Sports North provided the perfect platform to educate and encourage fans to join the social “cheer” section as well.