Chicago Blackhawks' Social Media Strategy Pays Off as Fans Flock to Games

Strategic Insights -

The Chicago Blackhawks have transformed themselves from an underdog team with dwindling fan base to the NHL's biggest draw, thanks in part to a innovative social media strategy. Four years ago, the team was struggling to hold onto fans who were being lured away by the Chicago Wolves, a minor-league hockey team with cheaper tickets. However, the Hawks' commitment to social media has paid off, with over 30,000 fans following the team on Twitter and over 207,000 fans on Facebook.

Key Takeaways:

  • The Chicago Blackhawks have become the NHL's biggest draw, with a strong fan base that has helped the team fill the United Center to 108% capacity.
  • The team's social media presence is a key factor in their success, with over 30,000 fans following them on Twitter and over 207,000 fans on Facebook.
  • The Hawks' Facebook page is the third-most followed among NHL teams, behind Montreal and Pittsburgh.
  • Women make up about half of the fans who follow the team on Twitter.
  • The team's regular-season attendance has led the NHL, drawing 854,000 fans to 40 games.
  • The Hawks' success on social media has created a more energetic and loyal fan base, reminiscent of the Michael Jordan-era Chicago Bulls.
  • The team's owner, Rocky Wirtz, believes that social media is crucial in attracting a younger audience, particularly fans in their 20s.
  • The Hawks' social media strategy has helped the team generate revenue, with scalpers wanting as much as $3,300 a seat for Game 4 of the Western Conference Final.

Statistics:

  • The Blackhawks have the third-most followed Facebook page among NHL teams, with 207,000 fans.
  • The team has over 30,000 followers on Twitter, with women making up about half of that fan base.
  • The Hawks' regular-season attendance was 854,000 fans to 40 games, filling the United Center to 108% capacity.
  • The NHL's regular-season attendance fell to 20.9 million this season, after beating the NBA in attendance last year.
  • The Hawks' social media presence helped the team generate revenue, with scalpers wanting as much as $3,300 a seat for Game 4 of the Western Conference Final.

Sources:

  • Coyle Media
  • William Hill
  • ESPN.com
  • The Hamilton Spectator (2010)