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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ICF Next + MinnesotaWild September 24, 2019

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3. What do we need to accomplish?
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Engage a broader group of fans.
Dominate the local sports conversation.
Create demand for tickets to early-season games.
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4. What can we learn from
current fans?
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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

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Team storylines alone
won’t do it.

7. What keeps bringing them
back time
after time?
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8. What drives their fandom?
A sense they are part
of something bigger
than themselves.
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“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

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“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. Our challenge then, is to strengthen this
sense of community through something all
Minnesotans share.
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Minnesotans
Hockey
bonds

11. Bonds are about more than
simply a love of hockey.
Because we do more than
just love this sport.
We live it.
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“We played pond
hockey as kids, and of
course my parents had
season tickets to the
North Stars.”
- Casual Fan

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500
1,000
1,500
2,000
2,500
Wild Facebook Page Comments
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While we have
their attention
at the end of the
season …

13. … we need to find ways to
break through all of this
at the beginning of the season.
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14. People just aren’t seeking out theWild.
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Wild
Vikings
Twins
Timberwolves

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(Video)

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22. thank you
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