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How one team unlocked a cultural experience that created a movement


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Creating a shared cultural experience can help engage your brand's audiences in a meaningful way. Find out firsthand how the Minnesota Wild inspired its fan base to actively participate in a new tradition, Our Ice.

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How one team unlocked a cultural experience that created a movement

  1. 1. 1 ICF Next + MinnesotaWild September 24, 2019
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  3. 3. What do we need to accomplish? 3 Engage a broader group of fans. Dominate the local sports conversation. Create demand for tickets to early-season games. 1 3 2
  4. 4. What can we learn from current fans? 4
  5. 5. 5 ForWild fans, winning is important. But it’s not why they are a fan. “Wild fans, we do it because we love hockey.Through thick and thin.” - Casual Fan Source: Fanatics Loyal Fans Study 2016
  6. 6. 6 Team storylines alone won’t do it.
  7. 7. What keeps bringing them back time after time? 7
  8. 8. What drives their fandom? A sense they are part of something bigger than themselves. 8 “No one likes NFL fans at games. With the Wild, it feels like you are hanging with your friends.We’ll celebrate with strangers.” - Casual Fan “We’re the State of Hockey.We own this sport.” - Casual Fan “We’re hockey purists in this state. We love it from every level.” - SeasonTicket Holder
  9. 9. 9 “The No. 1 reason people become fans is that it’s your connection to your community.’’ - Adam Earnhardt, co-author of Sports Fans, Identity and Socialization: Exploring the Fandemonium Source: SeattleTimes, 2015
  10. 10. Our challenge then, is to strengthen this sense of community through something all Minnesotans share. 10 Minnesotans Hockey bonds
  11. 11. Bonds are about more than simply a love of hockey. Because we do more than just love this sport. We live it. 11 “We played pond hockey as kids, and of course my parents had season tickets to the North Stars.” - Casual Fan
  12. 12. - 500 1,000 1,500 2,000 2,500 Wild Facebook Page Comments 12 While we have their attention at the end of the season …
  13. 13. … we need to find ways to break through all of this at the beginning of the season. 13
  14. 14. People just aren’t seeking out theWild. 14 Wild Vikings Twins Timberwolves
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  21. 21. thank you 22