Canucks Organization Embraces Bloggers and Podcasters
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).