Dallas Stars: Empty Cup
 

Campaign for the Dallas Stars Hockey Club. “Come Into the Cold” invites people to experience a sporting event that’s unlike any other. Shortly after its launch, it became one of the most talked about campaigns in NHL history. From ESPN’s “Around the Horn” to the front page of the LA Times sports section, the campaign’s edgy voice sparked a national dialogue. The Stars went on to enjoy one of its most profitable and winningest seasons ever.


Case Study:



Objective:

Create buzz around the Dallas Stars Hockey season. Infuse the team with personality. Distinguish the hockey experience from that of other pro sports. Activate the casual fan to attend games at American Airlines Arena.

Execution:

Upon launch, the Dallas/Fort Worth area was quickly saturated with Come into the Cold messaging – from outdoor boards to print ads to the airwaves. The season theme line was played out at all points of consumer contact including online, game programs, arena signage and fan giveaways. Complementary game day outdoor boards pushed walk-up ticket sales in a friendly voice, in keeping with the rest of the branding campaign.


Results:

Within 24 hours of its release “Come into the Cold” became one of the most talked about campaigns in NHL history. From ESPN’s “Around the Horn” to the front page of the Los Angeles Times sports section, the campaign’s edgy voice sparked a national dialogue. Sports Business Journal ranked it as one of the “most creative/innovative marketing campaigns in the NHL.” The Stars went on to enjoy one of its most profitable and winningest seasons ever. Average home attendance numbers increased to near capacity, leading American Airlines Arena to be named the “fourth most profitable sports venue in America” by Forbes. Fan momentum carried the Stars to the Western Conference Finals where they lost to the eventual Stanley Cup Champion Detroit Red Wings. Campaign coverage included: The New York Times, LA Times, Boston Globe, Dallas Morning News, ESPN/The Tony Kornheiser Show, 1310 The Ticket, and SI.com.

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