THE WASHINGTON CAPITALS TAKE OVER THEIR HOME CITY AND GROW THEIR LOCAL FANBASE
CHALLENGE The Washington Capitals hockey team was looking to promote the team in its home city: Washington, DC. They were looking to raise awareness for the team, and build the culture of the team within the community.
SOLUTION The mobilads team choreographed wrapped Washington Capital vehicles to swarm the Capital One Arena on game days, and ran a media campaign to generate brand awareness for the team throughout Washington D.C. and the surrounding areas for a 4-week period.
The campaign generated a total of 4,813,200 impressions and an added bonus of 629,381 impressions from additional driving time throughout Washington DC and by blitzing the Capital One Arena on game days.
As a result of the campaign, the Capitals noted a statistically significant net lift — exposed users were 245% more likely to visit the team's Ticketmaster page than unexposed users. Additionally, the unique campaign page saw a net lift of 33% for exposed users, which was expected to continue to climb.
FORMATS Wrapped Rideshare Cars
MARKETS Washington, DC
DURATION 4 Weeks
DATE October-November 2022
20
NUMBER OF CARS
5.4M
TOTAL OOH IMPRESSIONS
100
TOTAL "BLITZ" HOURS
The Washington Capitals took over their home city of DC with a blitz and mass awareness campaign that was hard to ignore.
The Washington Capitals took over their home city of DC with a blitz and mass awareness campaign that was hard to ignore.
The Washington Capitals took over their home city of DC with a blitz and mass awareness campaign that was hard to ignore.
The Washington Capitals took over their home city of DC with a blitz and mass awareness campaign that was hard to ignore.
The Washington Capitals took over their home city of DC with a blitz and mass awareness campaign that was hard to ignore.
