Fountain Tire
Fountain Tire used their greatest asset – a shared, rabid passion for the local team – to engage diehard fans in a way big sponsors wouldn’t, by donating their bodies. Rather than just spending their way to engagement or creating an ‘ad’, a human font was created. Turning a functional, untraditional medium, a typeface, into an ownable vehicle to connect with fans.
The campaign focused on the channels where Oilers passion was already being unleashed: Facebook and Twitter. Using a mobile interface, fans could type cheers with the Fanbods font and then send those cheers to the Oilers via social media.
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With a $60,000 media budget, a social video was developed to drive awareness, followed by real-time posts to encourage cheering at peak Oilers moments. The Fanbods were also featured in an in-game activation at the home opener. Real Fanbods took to the stands and spelled out the cheers generated online allowing fans to share their message directly to the team. The Fanbods were captured on the arena’s jumbotrons, providing additional earned exposure.
What started as a local platform for the Edmonton Oilers quickly spread to become a North American-wide platform for the entire NHL. The interface was used by fans from 24 out of the 31 NHL hockey teams in 7 out of 10 Canadian provinces and 13 states in the USA.
The campaign was recognized with 19 marketing industry awards.
Fanbods :30 Radio Spot