Case Study: San Jose Sharks Drive National Earned Media and Fan Engagement with Division of Labor

San Jose Sharks generate hundreds of thousands of dollars in earned media with Division of Labor

The San Jose Sharks sought a raw, real, and fan-first campaign to drive engagement during their 2019 playoff run. They partnered with their advertising agency, Division of Labor, to develop a memorable component for their "Playoff Mode" initiative.

Division of Labor's solution was to give away free, permanent San Jose Sharks tattoos to fans through local tattoo shops. This simple idea generated enormous buzz, with fans lining up overnight. The campaign generated national press coverage and hundreds of thousands of dollars in earned media, creating a highly memorable brand moment without any traditional media spend.

San Jose Sharks