NHL – 2015 All Star Fan Vote & Sweepstakes
The NHL marketing and social media teams engaged PrizeLogic to develop the official voting website where NHL fans could choose their favorite players for the 2015 All-Star Game. The new site had to feature all 700-plus active players on the ballot, support eight different languages, allow citizens from nearly every nation on earth to vote, and be accessible on the newly launched NHL mobile app.
To maximize fan participation and engagement, our UX, creative, and development teams worked closely to create a robust site experience that lived entirely on NHL.com. The API call structure was optimized to work seamlessly on desktop, tablets, mobile, and even official NHL apps.
HOW IT WORKED
Fans were able to filter players by team, position, and stats before casting their ballots and even view player videos. A custom leaderboard allowed fans to track trending players who were gaining in popularity as well as the current leading vote-getters. In addition to driving new user registrations, each ballot submission from US and Canadian fans was a chance to win either a VIP trip to the NHL All-Star weekend festivities or NHL memorabilia. And to increase engagement, fans could vote up to 10 times per day.
The sweepstakes grand prize included a trip for two to the 2015 Honda NHL® All-Star Game in Columbus, Ohio as well as tickets to the All-Star Skills Competition, tickets to the Saturday night VIP party, Sunday pre-game party, and passes to NHL® All-Star FanFair. Our secondary sweepstakes prize rewarded lucky fans with a $250 gift certificate code to SHOP.NHL.COM — where they can choose from NHL products for every team and every player.
During the six-week voting period, NHL fans from around the world cast more than 35 million ballots: an increase of 52 percent from the 2012 NHL All-Star fan campaign. Nearly 27 percent of votes were cast by fans outside North America – up 7,000 percent from 2012.