“We’re very pleased with the growth our social media outlets have seen this season,” says Red Wings director of marketing Rob Mattina. “In addition to more than doubling the number of Facebook followers we have, our official Twitter feed has become one of the most popular accounts in the NHL and serves as an outstanding conduit between the club and our fans. Vehicles such as these allow us to interact with our fans in a very direct and meaningful manner, and we will continue to explore new and exciting ways to engage our ever-growing audience and provide them with top-notch content and promotions.”
Detroit began the 2010-11 season with just over 200,000 followers on Facebook, with that number dramatically increasing in size in recent months thanks to a variety of integrated promotions with companies like AT&T and DMC as well as innovative endeavors such as the current ‘Create Your Moment’ viral video campaign, which has already attracted significant attention on the Red Wings’ official YouTube channel. Five Detroit players have also been a worldwide trending topic on Twitter this season – forwards Darren Helm
(3/28/11), Mike Modano (3/21/11), Johan Franzen
(2/2/11) and Pavel Datsyuk
(10/8/10) as well as goaltender Chris Osgood (12/27/10). The Red Wings’ official Twitter feed currently has over 50,000 followers, making it by far the most popular account of any of Detroit ’s four major professional sports franchises.
As part of their ongoing commitment to social media, the Red Wings held a pair of ‘Tweet-Up’ gatherings in Boston and Nashville earlier this season, reserved exclusively for the team’s Facebook/Twitter followers in each city. Each event attracted more than 100 nonresident citizens of Hockeytown and gave fans the opportunity to meet and interact with their fellow Red Wings devotees. Furthermore, the team’s ongoing ‘DMC Social Media Fan of the Day’ contest has drawn submissions from over 2,000 fans in 15 countries, making it one of the most popular and diverse hockey-based promotions Web 2.0 has yet produced.
More information on the Red Wings’ social media efforts can be obtained by visiting the team’s official website at DetroitRedWings.com.