OTTAWA - The new-media approach adopted by the Ottawa Senators and interest in the club's popular Hockey Night in Barbados contest have delivered 1,590,487 visits to www.ottawasenators.com - the highest number for January in club history.
The Hockey Night in Barbados micro-website had 472,226 visits, while the Senators site had 1,185,26. Launched in November 2006, the Hockey Night in Barbados contest invited fans to submit short videos online, showcasing their team spirit. Semi-finalists were featured on the micro-site and during games at Scotiabank Place, where the fans could vote immediately for their favourite entry by SMS (short message service voting on a cell phone). The winner will be announced at the Senators home game on February 28 and crowned Sens Army Captain.
The Senators credit the traffic increase in the club's growing use of new media in fully-integrated campaigns, such as the Hockey Night in Barbados contest.
"Our latest contest engaged our fans on multi levels, from SMS voting at Scotiabank Place during games to on-line video submissions," said Jeff Kyle, Senators vice-president of marketing. "Our video library also continues to attract thousands of visitors a month. We just recently launched The Sens All Access feature, presented by Bell, which sees Gord Wilson recapping all home-game results with a player interview."
Kyle highlighted that the number of impressions, or pages viewed on the club's website, has more than doubled in the past year. "In January 2006 we had 5.9 million impressions and that grew to 11.9 million last month," he said. "Fans are viewing more content, downloading more information and generally spending more time interacting online."
During the 2006-07 season, visitors have spent an average of eight minutes per visit compared to two minutes last year.
"Recent studies of new-media usage have shown that today's teenager interacts with 5.4 media channels simultaneously (can include watching television, text-messaging, surfing the internet and listening to music), as opposed to adults who manage 1.7 channels at the same time. We are focused on developing new features and content that can be delivered on multiple channels - be it wireless, e-mail and web," concluded Kyle.
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