The New Jersey Devils had a big 2017-18 season. The team blew out preseason expectations and earned a playoff berth with a win in the final home game of the regular season. The Devils made moves off the ice, too, becoming the first NHL team to fully embrace athlete-driven content on social.
MVP! MVP! #HallGOTHart #NHLAwards pic.twitter.com/YaRjFtEKyz
— Jimmy Hayes (@Jimmy10Hayes) June 21, 2018
Led by Digital Marketing Manager Tina Jain, the team built a strategy around providing players with easy access to share quality content to their personal social channels.
“During the 2017 offseason, the New Jersey Devils identified a need for Devils players to feel comfortable using social media, not only to reach out to fans and support the team, but to promote their own personalities,” said Jain.
“It’s common knowledge that NHL athletes are more likely to stay out of the personal and social limelight, especially when talking about their incredible accomplishments, on and off the ice. We wanted to not only encourage them to share on their personal platforms, but to be a resource and advocate in doing so.
“First, we worked with our Hockey Operations personnel to ensure this was a path they were comfortable with us leading, which they were. Second, we went through a process of vetting third-party platforms that served this type of purpose. Eventually, we went with opendorse because of the ease of platform, both from a brand and athlete’s point of view, their customer service and fandom, and because it was the most cost-effective tool for us.”
Performance
The results speak to the remarkable work done by Jain and the Devils digital team, as well as buy-in from the players. On Twitter, the Devils led all NHL teams in total player engagements and engagement rate. The team also claimed the second-highest mark for player growth, adding more than 130 thousand followers throughout the 2017-18 season and 2018 Stanley Cup Playoffs.
“Together with opendorse, we celebrated the fact that Devils players led all NHL teams in total Twitter engagements for the regular season AND regular season + 2018 Stanley Cup Playoffs!” said Jain.
Player engagements by team *Twitter data from Oct. 4, 2017 – April 8, 2018
Player engagement rate by team
Player growth by team
Athlete-Driven Strategy
“The initial thought process in using opendorse was to set attainable goals each year (season).
“Year One was about adoptability and building a use case of best practices and trial and error to see what worked, what didn’t. During Year One, we got 19 players and team personnel members on-boarded and using the platform to distribute content out on personal social networks.
“Ranging from theme night ticketing campaigns, to community and fan events, to even celebrating clinching a berth in the 2018 Stanley Cup Playoffs, using opendorse to help our players share content was a priority for distribution strategy.”
Playoffs, baby
Ready for us? #NowWeRise pic.twitter.com/EZUn2t79BA
— Brian Boyle (@BriBrows22) April 6, 2018
The @NJDevils ? are going to the Stanley Cup Playoffs ?!! #NowWeRise pic.twitter.com/dZzOJGyD7n
— Keith Kinkaid (@Blockaid1) April 6, 2018
Theme nights & ticketing campaigns
Excited for @NJDevils Star Wars Night at @prucenter this Friday. Hope to see u guys there? It ‘s gonna be a fun one!?https://t.co/lwveuS8sB6 pic.twitter.com/jjoovGXMWx
— Nico Hischier (@nicohischier) December 7, 2017
These guys said it best. If you can play, you can play. Join us for @NJDevils Pride Night this Thursday at @PruCenter. https://t.co/Mb92v04Lz3. #HockeyIsForEveryone pic.twitter.com/T6AbRXyY6J
— Ken Daneyko (@KenDaneykoMSG) January 30, 2018
How do I look?? The first 9,000 fans at Sunday’s @NJDevils game will get my bobble and 5 lucky fans will be surprised with a #GoldenBobble + meet & greet with me post-game. See you there! https://t.co/iXSB3U5qT5 pic.twitter.com/lMbwIKbuLv
— Kyle Palmieri (@kylepalmieri) February 7, 2018
Community & fan events
Thanks everyone for donating to our @NJDevils #Movember team. There’s still some time left in the month to help us reach our goal. If you can, please help: https://t.co/0mWRQ0quU9 pic.twitter.com/hC1yi3xIPR
— Nico Hischier (@nicohischier) November 27, 2017
I fight everyday for my family.
Tonight the @NJDevils are hosting #HockeyFightsCancer Night at The Rock. Join the fight with us and learn more: https://t.co/72FiZp2ejO #HockeyFightsCancer | #BoyleStrong pic.twitter.com/pK4uiJSJ6B
— Brian Boyle (@BriBrows22) November 24, 2017
Had a great time meeting @NJDevils fans and helping out at the @RWJBarnabas @RedCrossBloodPJ Blood Drive today at @PruCenter! Thanks to everyone that came out to donate blood. pic.twitter.com/yjf9Qm0dim
— Bryce Salvador (@BryceSalvador) March 10, 2018
What's next?
“Going into Year Two, we are able to use examples from last season to show off as best-in-class use cases to those not on the platform and have an opportunity to be smarter about timing of on-boarding.
“We’re planning on using our team’s 2018-19 Media Day for this purpose and will create a social media room for players to really show off their personality, opt-in to opendorse, and more.”