Nine NHL Teams Build Loyalty/Funds Through Beard-a-Thon
Sports fans can be, well, let’s just say, crazy fanatics about their teams.
What started as a show of loyalty among New York Ranger fans in the 1980s has morphed into a cause marketing campaign launched by nine National Hockey League teams, who hope to raise up to $2 million for local charities while generating excitement and loyalty around the playoffs.
Die-hard Ranger fans have long cheered for their team’s push to the Cup by not shaving as long as their team stayed in the game. That produced some pretty hairy people.
The new public service campaign is much more formal. Called the “Beard-a-Thon,” the program is structured like a walk-a-thon, seeking pledged support at 50¢, $1 or $2 per day, for both players and fans who don’t shave as long as their team remains in the playoffs. For example, a fan who receives a $1 pledge and keeps the beard growing for the estimated 57 days during the playoff season, $57 will be raised.
People can register and track pledges to participate at the various team’s microsites, for example, http://www.beardathon.com/rangers. They can then forward information about the Beard-a-Thon to friends, family and coworkers who can use a credit card to pledge money.
Prizes, such as season tickets, autographed merchandise and recognition at games will be awarded to people who raise the most money. Each team will award grand prizes. In Philadelphia, for example, the Flyers are giving away a five-day Bermuda cruise. The Boston Bruins are handling it differently, with leading fundraisers along the way getting free playoff tickets.
The promotion will be advertised by TV spots directed by Emmy award winner Peter Wallach, which show a fan going from a stubble to full growth in 30 seconds. Home team announcers will read 30-second scripts, and web banners, in-arena materials, street teams distributing flyers and pledge pins, and a sign-up booth will also support the campaign.
The teams involved are the Washington Capitals, Boston Bruins, New York Rangers, Philadelphia Flyers, Pittsburgh Penguins, Chicago Blackhawks, Detroit Redwings, Carolina Hurricanes and San Jose Sharks. Examples of organizations that will benefit include, Make-A-Wish Foundation of Metro N.Y., Greater Philadelphia Food Bank and Boston Medical’s Spark Center.
There will also be incentive prizes for the top fan fundraiser.
Advertising and activation agency, Cenergy, and digital agency, FuseIdeas, handled the campaign.
