The Washington Capitals were looking for an innovative way to recognize and reward their fans for engaging with the team across social channels, especially after a lockout-shortened 48-game National Hockey League regular season.
“Activ8Social had recently developed its own social loyalty platform to help brands identify, activate, and reward advocates,” Steve Cobb, partner and co-founder of Activ8Social, a creative digital agency that specializes in fan engagement and loyalty, told Loyalty 360. “We agreed this would be the perfect opportunity to partner and use the FanScore platform to power a social rewards program for Caps fans.”
As a result, the Capitals launched a comprehensive social loyalty program that rewards fans for engaging with the team via social media and at the Verizon Center. The free #CapsPowerPlay program is the first of its kind in the NHL and offers Caps fans an opportunity to win exclusive team prizes and experiences through a variety of social actions including checking into games on Foursquare, using team hashtags on Twitter and Instagram, and sharing Caps’ content on Facebook.
The #CapsPowerPlay rewards program was developed in partnership with Activ8Social using its proprietary FanScore platform. Cobb said the #CapsPowerPlay program is comprised of a branded microsite embedded within the team’s website that allows fans to register or sign in through Facebook or Twitter. Participants can then connect additional social accounts for more opportunities to earn points through actions that drive Caps content promotion and creation.
“Rather than a passive tracking of social media actions, we were looking to engage and activate participating fans,” Cobb said. “This interactive microsite features curated fan content from Twitter and Instagram that showcases their passion, which is a reward unto itself.”
Fans who are at the top of the leaderboard each period will be entered to win team prizes that include game tickets, autographed gear, and exclusive Caps experiences. There is also a Grand Prize based on total points earned over the duration of the program. Fans have the chance to win random giveaways simply by signing up.
Cobb said the launch and approval process went smoothly.
“Both the Capitals and NHL are progressive when it comes to leveraging digital platforms to enhance the fan experience,” Cobb said. “They immediately understood the potential value of a rewards program like #CapsPowerPlay because social loyalty was a natural extension of existing social marketing initiatives. We’re very excited to take things to the next level and introduce additional ways fans can compete for unique Caps experiences and prizes.”
Anyone 18 and older and a legal U.S. citizen is eligible to participate in the program.
“The program has been very well received so far,” Cobb said. “It demonstrates to fans that the Capitals not only recognize engagement and advocacy across social channels, but are ready and willing to reward it. The team has one of the most loyal and engaged fan bases in professional sports, so they knew a program like #CapsPowerPlay would be an instant hit.”
Cobb said the initial program goal was to introduce a single program that would recognize and reward Caps’ fans who engage with the team across multiple social channels.
“This will help promote content from the Caps and encourage the creation of original fan content, all while growing the team’s social following, reach, and share of voice,” Cobb said. “The team also was interested in a scalable solution to track fan social activity and identify influencers.”
Mike Hutchinson, Senior Director of New Media and Analytics for the Capitals, told Loyalty 360 that the program works because of the team’s dedicated and loyal fan base.
“It made sense to reach out to our fans where they are already congregating online and try to capture the organic passion they bring to each game,” Hutchinson said. “This platform is ideal because we are able to reward our fans for engaging and interacting with their favorite team. #CapsPowerPlay helps us promote our content and initiatives in a unique and fun way.”
Hutchinson said the ultimate goal is to engage as many Caps’ fans as possible.
“The reach of our fans’ social networks is extensive and it has been fascinating to see how wide it truly is,” he said. “Now that we have a better idea of what resonates with our fans, we plan on introducing more customized actions tailored to specific games, events, and our corporate partners’ needs.”