Insurer Geico teamed up with the NHL between March and April for a fan focused Instagram and TikTok campaign called ‘Fan Skills At Home’ offering hockey lovers a chance to show off their creative skills.
Launched at the start of March and runs through until 28 April, ‘NHL Fan Skills At Home Presented by Geico’ aims to act as a social media celebration of the most creative and talented fans in all of hockey.
Players are invited to submit their own videos in five categories (accuracy, celly, shootout, stickhandling and trick shot) and to comment on the top fan videos throughout the campaign.
Videos can be submitted via fan personal Instagrams and TikToks and then direct messaging the post to the NHL on Instagram and using the hashtag #NHLFanSkills on TikTok.
The initiative was developed by the league and insurance sponsor with the help of some of the game’s top stars and sets out to fill Instagram and TikTok feeds with videos of fans shooting pucks in their living rooms, driveways and gardens and creatively incorporating pets, kids and anything else that makes a fun social skill spot from home.
With multiple entries allowed, the NHL is reposting some of the videos on its own Insta and TikTok channels and 15 lucky fans will be recognized by the NHL on Instagram and TikTok through April 28.
The initiative is promoted by a social-first campaign led by a hero spot which was posted across NHL platforms and Geico channels on 1 March since when fans have been showing social media just what skills they’ve got.
@nhl Hit ‘em with the Crosby. ##NHLFanSkills At Home presented by @geico ( IG/kid_dangles)
“Building on the success of our #HockeyAtHome social media campaign, we are thrilled to create NHL Fan Skills at Home Presented by GEICO to engage and entertain fans while celebrating the wide array of talent within the hockey community,” says Heidi Browning, NHL Senior Executive Vice President & Chief Marketing Officer. “With NHL All-Star Skills unable to take place this year, we decided to celebrate the great game of hockey by having our passionate fans submit their unique hockey skills videos on Instagram and TikTok. During a season that prohibits in-person interactions between players and fans, fans still have the chance to land themselves inside a viral NHL moment and have a direct connection with their favorite NHL clubs when their video is recognized by the League and celebrated by the NHL’s top Players.”
Comment:
This is another fine example of a sponsor/property owner at-home, fan-created social engagement platform whilst so many fans are unable to attend games in person during the pandemic.
Geico first became an NHL sponsor back in 2010 and it has continued as the official automobile insurance partner of the US/Canada elite ice hockey league since through a rights package that sees it support the regular season, showpiece events like the Winter Classic and All-Star Game and acts as a presenting partner of games broadcast on the NHL Network, and of Stanley Cup play-off games shown on NBC, NBCSN, NHL Network, USA and CNBC.
Geico branding appears in arenas and on rinkside dasherboards during live broadcasts, while the company will have a presence at NHL fan events and across the league’s social media platforms.
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