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Hockey player kids smiling at each other.

Scotiabank Hockey Club

Social Engagement. Loyalty Program Development.

Strategy, Concept and Development.

Majestic built the Scotia Hockey Club around the concept of rewarding fans through social activity, and keeping them engaged with Scotia’s hockey properties throughout the year, not just during hockey season. The strategy was to help reward loyal fans for tweeting and posting, propelling awareness of Scotia’s hockey sponsorships to their fans, and deepening the relationship between Scotia and hockey across Canada.

Scotiabank Hockey Club user flow diagram
Desktop screenshot: Score Big with Scotiabank Hockey Club, landing page.
Mobile screenshot 1: Score Big with Scotiabank Hockey Club, landing page. Hockey player kids smiling. Mobile screenshot 2: Score Big with Scotiabank Hockey Club, sign up formulary.

Platform Build and Social Engagement.

We created an always-on hockey loyalty platform - scotiahockeyclub.com that rewards hockey fans with an opportunity to win prizes for engaging with the brand. Shares, likes and comments on Scotiabank social media content, are all ballot-driven, driving member scores upwards.

Hockey player
Scotiahockeyclub.com dashboard screenshot

The platform also stores opted-in member data and online behaviour to enable re-marketing, segmentation and acquisition.

Leveraging Star Power.

Bringing Auston Matthews and PK Subban, as well as other hockey celebs, into the mix allows fans to become even more engaged with the Hockey Club platform. Inclusion of these stars allows for opportunities to win chances to meet/greet them, and a VIP section not available to the public with more exclusive content.

Desktop screenshot: Dinner with P.K.
Banner: Dinner with P.K. Banner: VIP Experience with Auston Matthews

Plenty of Ways To Stay Engaged.

Photobooth props, activity packs, fundraising initiatives, member offers and exclusive content are all ways “The Club” keeps its members engaged with hockey options beyond the game itself.

Screenshots of download examples
Mobile screenshot: Dinner with P.K.
Coupon example: 15% off on shop.nhl.com

The Results.

Since launch in 2016:

  • Membership has increased 354%.
  • Engagement increased average 86% each year.
  • Leads generated through The Club have increased year over year.

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