NHL Fan Choice Awards Brings Spike In Social Engagement And Drives 500k+ Votes

Jessica WilliamsLast Updated: Sports

To kick-start the first year of its Fan Choice Awards, NHL published a week-long voting activation to its website, bringing together the best and most entertaining social posts from the last year. With 10 unique categories, fans could get involved by voting for their favorite posts from the hockey players, and were kept updated with a live vote count to keep fans on their toes.

The campaign launch proved its huge success by bringing more team and player interaction than any single initiative NHL Social has published to date.


    • Provoke online engagement amongst NHL fans across all 31 markets using entertaining content from social
    • Capture first-party data and sign-ups for NHL’s Inside the Crease email
    • Promote the dedicated hashtag #NHLFanChoice to maximize social reach and trigger social conversation


With social media being the go-to place for NHL players to interact and connect with fans, NHL brought together a round up of the very best social posts from 2017-18 to drive website engagement. NHL put the power into the hands of its trusted fans for the first launch of its #NHLFanChoice Awards voting campaign, where hilarious social posts from NHL players were featured across 10 categories.

From the award for best chirper, best goalie mask or best bromance, the campaign was jam-packed with entertaining video content, comical tweets, and amusing photos to capture the humor and unique personalities shared by 37 NHL players and their fans. NHL fans could vote once daily within each category, and could even sign up to receive NHL’s Inside the Crease marketing email to be kept updated with everything hockey related!

Within just one day of being live, the campaign had proved to be a huge hit amongst fans with overwhelming positive sentiment on social, as well as an impressive 100,00+ votes in just one day. As the campaign closing date arrived, and the voting numbers confirmed, the campaign received a total of 500,977 votes.


Marketing Quiz

Take our quiz to learn how Wayin can help you solve four of the biggest marketing problems of today.

Take Quiz

You might also like…