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Although the New England Black Wolves had built a loyal fan base, the team’s leaders wanted to renew efforts to introduce this exciting men’s professional indoor “box” lacrosse team to the Connecticut marketplace. The ultimate goal? Boost attendance at games, of course!
Since the team lacked a recognition of its “star” players, our strategy was to build an emotional connection with fans with content marketing. We created a series of Unfiltered videos that offered a behind-the-scenes look at the athletes, their backgrounds, training regimes and passion for the game and promoted them on social media, YouTube and the team website. We even created the #OnePack hashtag to further engage conversation and demonstrate that the team and its fans were “one”.
The campaign grew awareness for the team, its players and the sport.
- Average attendance surged about 1,000 fans per game.
- The Unfiltered social media videos garnered 600,000 views and was shared 2,500 times, and
- Earned a national Telly Award in the Sports category.