0%
Arizona Coyotes

Deliverables

Branding, Messaging, Website

The problem

Arizonans generally have low interest in sports, so to engage them solely with hockey highlights alone would be a challenge.

Arizona Coyotes
Play Video

OUR APPROACH

Arizonans are extremely passionate about their state. What they were missing was a way to reignite their sense of belonging and uniting in difficult times. Sports bring people together – so instead of hyping hockey, we would hype unity “through” hockey.

We developed a rallying cry that the whole state of Arizona could get behind. HOWL YEAH.

 AZCoyotes_CaseStudy_2b

CONSUMER X

Phoenix area sports fans and particularly, “fans in waiting.” Those fans that weren’t necessarily hockey fans, but just needed a little emotional incentive to get hooked. Arizona has the 4th largest Latino population. So we also targeted LatinX sports fans.

THE POWER OF DIFFERENCE

We didn’t just speak for a fanbase of the local underdogs, we spoke for all of Arizona. We ignited passion for the Coyotes by igniting the passion we Arizonans have for our amazing state. We said, Arizona has a ton to offer, including an NHL team that DESERVED to be in the playoffs, even if they were a warm-weather hockey club. 

All of this punctuated with a rallying cry for an entire region: Howl, Yeah!

 AZCoyotes_CaseStudy_3a
 AZCoyotes_CaseStudy_3b
 AZCoyotes_CaseStudy_4

STATS/RESULTS

“Howl Yeah” is an enormous success. Coyotes players took to social media to rep the line, Arizonans adopted it, elevating it to the #19 trending hashtag on Twitter, and sportscasters started using it while announcing the game. Our campaign had more engagement than any in Coyotes history.

Next Case Study

Making privacy the ultimate luxury for travelers

Travelers returned to the legendary islands of Tahiti by the plane full. All it took was uncovering what really mattered to Tahiti’s core audience.


View Case Study
Next Case Study

Finding the emotional core of self storage

We helped Public Storage reduce costly churn by focusing on long-term customers with messaging that highlighted the emotional and practical benefits of self-storage.


View Case Study

Let's start a convo

Get in Touch

.

<p><span>This e-mail was sent from 9thWonder&nbsp;(http://www.9thwonder.com)</span></p>