Pleased with the success of social and digital initiatives around its sponsorship of the 2016 World Cup of Hockey, Scotiabank plans to repeat the programs around its title sponsorship of next month’s NHL Centennial Classic.

The bank credits the programs with driving the following results:

  • Most visible brand during the World Cup of Hockey
  • Most recalled sponsor among engaged WCH fans
  • Ownership of nearly 60 percent of WCH sponsor conversations across Facebook and Twitter

Those results emanated from three initiatives during the September international hockey tournament:

“Always On” social media strategy. Looking to maximize engagement through key moments of the two-week tournament, Scotiabank set up a real-time marketing “war room” staffed by experts from its sponsorship, digital and social media teams as well as their related agencies.

The staffers brainstormed possible outcomes of each game and other moments that could be celebrated via social, as well as creative approaches to the posts, said Jacqueline Ryan, Scotiabank vice president of sponsorships.

The initiative marked the first time Scotiabank developed social media creative in a real-time environment, she said.

“The creative process can sometimes take weeks. We developed content in the moment so that it was relative and timely.”

The initiative resulted in a key learning: the importance of being agile.

“You need to move quickly—if you don’t, the conversation will be over.”

Employee engagement. Looking to enlist employees as brand advocates, Scotiabank created a smart phone app that provided access to tournament-related posts distributed by the bank. Employees could retweet and/or add comments to the posts.

Scotiabank also gave employees exclusive content to share including a behind-the-scenes look at the making of a World Cup of Hockey TV commercial.

“It gave them the opportunity to be part of the conversation as proud employees.”

Social conversations with cosponsors. Scotiabank namechecked Canadian Tire, Sport Chek and other WCH cosponsors to drive conversation and extend social reach. The posts ranged from cheering on Team Canada to comments about the team’s performance.