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A New Era for the Ducks: From 2015 to 2017, the Anaheim Ducks faced the challenge of staying competitive in the fast-paced world of the NHL while strengthening their connection with an ever-evolving fan base. Watson Creative was brought in to architect a comprehensive on-ground and online strategy that would bring fans closer to the action, invigorating the Ducks’ brand and fan experience. By deploying Watson’s solutions, the Ducks saw a renewed energy, both in the stands and across digital platforms, enhancing their path to success.
Revamping Fan Engagement and Brand Identity: The Ducks, while aiming for deep playoff runs, faced challenges like player injuries and coaching changes that affected consistency on the ice. Off the ice, they needed to adapt to changing fan expectations and competitive pressures. The primary challenge was to maintain a strong bond with die-hard fans, family groups, and corporate clients while adapting to new digital trends.
Innovative Strategy Development: Watson crafted a full-scale strategy that blended in-arena experiences with digital interactions. Through workshops and community insights, Watson identified key areas where engagement could be enhanced, creating a cohesive plan that resonated with a diverse fan base.
Membership Platform: Watson developed a robust membership platform that offered fans unprecedented access to game tickets, exclusive team content, and personalized experiences. This platform became the cornerstone of fan engagement, allowing for seamless interaction between the team and its supporters.
Content and Visuals: Watson’s team enriched the Ducks’ brand with updated content, graphics, and photography that captured the essence of the team’s spirit. This visual refresh was aligned with the Ducks’ strategic goals, ensuring that all touchpoints reflected a unified brand identity.
Brand Guidelines: By updating the Ducks’ brand guidelines, Watson ensured that all communications were consistent, modern, and engaging, reinforcing the Ducks’ image as a dynamic and forward-thinking franchise.
Insight: The key insight was the importance of creating a truly integrated fan experience, blending traditional loyalty with modern digital interactions. This approach not only preserved the loyalty of long-time fans but also attracted new supporters.
The implementation of Watson’s strategies led to significant improvements in fan engagement across all platforms. The new membership platform facilitated deeper connections, with fans actively participating in both digital and live events.
Enhanced Fan Experience: The Ducks’ brand presence grew stronger, with increased social media interactions and a robust community of engaged supporters.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
