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Canucks Organization Embraces Bloggers and Podcasters
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by Miss604 | October 29, 2008 at 10:19 am
1009 views | 49 Recommendations | 14 comments
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A few weeks ago the streets and Skytrain stations of Vancouver were plastered with posters to advertise the new Canucks season. The theme, "We are All Canucks", and the unique twist is that they used photos of players in plain-clothes, fans on the concourse, and snapshots of hockey bloggers and podcasters.
The Canucks organization has embraced its bloggers and is putting them front and centre this season, along with the likes of Richard Loat who created the highly successful Canucks Fan Application on Facebook, which is about 150,000 users strong.
The idea was hatched with the help of the two pros at Anton Slegdehammer, a firm that was hired by the NHL franchise last season for the "Ultimate Canucks Fan" search. They worked together with management, marketing and new media departments on these innovative initiatives.
Jamie Ollivier, who runs Anton Sledgehammer along with Bruce Warren, stated that it was great to work with the organization to highlight and promote the fans who have been talking about the team online for years.
"We believe that fans are a central asset of the organization as well as a being a highly articulate & informed editorial pool," noted Ollivier . "The Canucks have architected The Fan Zone Campaign to be a cross media venue to showcase these Bloggers, Pod casters, Fans and their respective talents. Of the fans, by the fans, for the fans!"
The featured bloggers and podcasters, which can be seen on the Fan Zone page of the Canucks website, are encouraged to continue their punditry - write about the team, the players, and the game as they always would and with no more sugar coating (or vinegar) than usual. They're able to gain some exposure as well as having their efforts recognized by the organization.
At a time when blogger confidence is pretty low in the NHL, it's encouraging to see teams embrace their online fans in this manner and it's certainly a small check in the "W" column for social media.
If you would like to submit a blog, podcast, or fansite link, send an email to: Fan.Zone [at] Canucks [dot] com.
(Disclosure: Members of The Crazy Canucks podacst, which I am a part of, have also been featured in the campaign).
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Most RecentMost Recommended Comments (14)
at 10:27 on October 29th, 2008
Miss604, I like this story. It's good stuff.
It's always good when they try to reach out to fans. But I do have to say that as a non-hockey fan, if I didn't already know you the campaign wouldn't make much sense. To me it would just look like another set of models dressed up as fans.
"Of the fans, by the fans, for the fans!" won't make me a fan :)
at 10:29 on October 29th, 2008
Come out for a game + beer + DaveO and us. I'll have a foam puck-head here ready with your name on it :-)
at 10:35 on October 29th, 2008
Just name the date :)
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Duane Storey (not verified)at 11:04 on October 29th, 2008
Can I come too? :(
at 11:05 on October 29th, 2008
Of course. Better make that a tower of beer + hockeyeducation then
at 11:43 on October 29th, 2008
Miss604, I like this story. It's good stuff.
at 12:10 on October 29th, 2008
Miss604, this is a good idea; I like it. I'm not a huge hockey fan, but anything that generates spirit is a good idea in my book.
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Terri Potratzat 13:03 on October 29th, 2008
I think it's win-win...the bloggers aren't just being recognized for their dedication to Canucks coverage online, but also as real influencers within pop culture and media. It's one step further toward legitimizing bloggers and their POVs, which (in most cases, anyhow) is fantastic.
Thanks for the story!
at 13:04 on October 29th, 2008
This is an interesting twist on marketing.
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Loxy (not verified)at 14:19 on October 29th, 2008
I'm glad you guys are succeeding where the Oilers are failing.
at 14:43 on October 29th, 2008
Miss604, I like this story. It's good stuff.
at 14:48 on October 29th, 2008
I don't know why people are making such a fuss, I think it's pretty awesome regardless. It's hardly bias if a local blogger blogs about the Canucks paying attention to bloggers. Guess what - that's what bloggers do!
at 17:17 on October 29th, 2008
I think this is good coverage of a campaign that seems to suggest warmth and connection with the teams' fans.
Hockey is a difficult sport to characterize with the warm and fuzzies. The uniform is big and doesn't show much of the players' faces, the game is played on ice (how's that for coldness!), and it has a reputation for both speed and violence. The nearest equivalence is American Football, (rather than European Football, because of the uniforms). By showing players alongside their fans, it manages to make the sport both more friendly and approachable.
at 11:44 on October 30th, 2008
think of how much happier the faces will be in the campaign pics if the 'nucks actually win a cup someday