Kings' Fans Are the True Stars of Hockeywood, L.A.

January 20, 2010 | Volume 8, Issue 17
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Kings' fans are the true stars of Hockeywood, L.A.

Los Angeles Kings strengthen brand identity with connected online community

CONTACT

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Michael Altieri
Vice President, Communications and Broadcasting
 Los Angeles Kings
[email protected]
Eddie Kotz
Social Media Consultant
Los Angeles Kings
 [email protected]
 
Organization
Los Angeles Kings
 
PROGRAM TITLE
Hockeywood, L.A.
OBJECTIVES
In their effort to build a family of life-long fans, the Los Angeles Kings created Hockeywood, L.A., a new and innovative online social network community.  The objective was to create an online portal that would harness the resources of a very active and prolific fan base into a content stream that could be tracked and capitalized on.  The Kings' end goal was for the entire platform of lakings.com to represent the first and only choice for Kings fans to consume Kings content and engage with others about the team.
 
PROGRAM DESCRIPTION
Hockeywood, L.A. was designed to engage fans both with the organization and with each other.  It was to become an identity for the Kings fans that would incorporate the team, sport, and city, and create a strong, connected online community.  "Being a fan of a sports team is one of the purest forms of brand evangelism.  All we were setting out to do was create a versatile pulpit in the form of new media," said LA Kings Social Media Consultant Eddie Kotz.  And with this new media platform, fans can upload their favorite videos, photos and blogs, while interacting with other visitors on the new-and-improved Kings message board.  They also have access to various player and coaches interviews, user-generated content from several long-time Southern California-based bloggers and podcasters, and an array of video content produced by avid hockey fans.


Hockeywood, L.A., a new and innovative online social network community,
 
MEDIA
The Kings promoted Hockeywood, L.A. with an official Press Release outlining the new initiative, and utilized Kings Telecast, radio broadcast, and E-news mass distribution to their customer database.  The team also continues to use their other online media outlets, such as Facebook, MysSpace, and LinkedIn.
 
PARTNERS
Although there were no specific partners for Hockeywood, L.A, the Kings were able to capture a number of "feature contributors" through the program.  "We recognized a key partnership opportunity that has proven critical to the success of Hockeywood, L.A. ...Every fan of the Los Angeles Kings is a potential partner of Hockeywood, L.A," said Kings VP of Communications and Broadcasting Michael Altieri.
 
RESULTS
The Kings were focused on engagement as their first measure of success, and were very pleased with the results.  "We are fortunate to have a very strong and spirited fan-base that is enthusiastic and vocal about our team and we owe it to them to recognize and reward their passion and loyalty.  Hockeywood, L.A. helps us to achieve this," commented Altieri.  Hockeywood, L.A will continue to provide the Kings with new revenue streams, as well as increased ticket and merchandise sales.


With this new media platform, fans can upload their favorite videos, photos and blogs. 
 
LOOKING AHEAD
Being that Hockeywood, L.A. was created as a long-term initiative, The Kings are excited to continue incorporating it as a regular component of their fan and customer engagement.
 

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