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phoenix coyotes

THE PROBLEM

We needed to promote the 2012-13 Coyotes NHL season, but because of a labor dispute that year, we had no idea who would be playing for the team.

THE SOLUTION

Instead of focusing on star players to ignite fan interest, we devised a campaign centering on the excitement of hockey itself, and the Coyotes team as a whole. We animated custom illustrations of representative players in silhouette, blending with iconic images of the Coyote mascot. We coupled this strong graphic look with hard-driving, action-oriented copy emphasizing the adrenaline of the game. After the labor dispute ended, we quickly created illustrations of actual players in the same animation style, and blended them seamlessly into the ongoing campaign.

THE RESULTS

The team saw a 15% increase in attendance and ticket sales over the previous year, despite the bad publicity caused by the labor dispute. Incidentally, the Coyotes enjoyed a 21-18 winning record during that shortened season, though we can’t take credit for that.

Casestudy-Coyotes-

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