NHL Chicago Blackhawks Drives Engagement Amongst Fans With Data-Centric Poll

Jessica WilliamsLast Updated: Sports

To boost engagement and capture valuable first-party data amongst its followers and fans, NHL Chicago Blackhawks has published a live poll activation to its Facebook page, in partnership with men’s skincare brand, Jack Black. Fans can vote for who they think is the best groomed player in return for the chance to win an exciting prize package, including two 100-Level tickets!


  • Drive first-party data acquisition for Blackhawks and campaign partner, Jack Black
  • Reward loyal fans with an exciting prize giveaway
  • Engage and entertain fans with a lighthearted poll theme


Whilst hockey players are renowned for their rugged appearance and playoff beards, we’re taking things off the ice and seeing them in a different light in Chicago Blackhawks’ most recent campaign. To capitalize on its large Facebook following and to provide a little lighthearted entertainment for its fans, NHL Chicago Blackhawks has launched a poll activation, asking followers ‘Who is the best groomed Blackhawk?’. The poll not only drives first-party data acquisition, but it makes the perfect way to connect and engage with fans, and helps to pinpoint its audience. To incentivize participation, Chicago Blackhawks is giving away an exciting prize package perfect for one lucky supporter, including two 100-Level tickets to the Oct. 25, 2018 game, plus an exclusive view of warmups, a Jack Black skincare package and much more.

From left wing player Brandon Saad, defenseman Duncan Keith, or right winger Patrick Kane, with the choice of five of Blackhawks best players, Facebook fans can cast their votes on the player they deem to be the best groomed. After casting their votes and to complete their entry, participants must then submit their personal details, including their name and email address. To capture first-party data for both Blackhawks and campaign partner, Jack Black, fans can also opt-in if they wish to be kept informed of the latest Jack Black news and offers. This data can then be seamlessly synced to its CRM and used for future marketing purposes.

After submitting their entry, Blackhawks has embedded a live poll results chart to reveal who is at the top of the leaderboard so far. What’s more, to promote and drive traffic to Jack Black’s website, the men’s skincare brand is offering fans a special starter pack product offer, where they can ‘Get Started’ and head directly to the site to make their purchases.

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