Case Study: Tampa Bay Lightning keeps fans connected and boosts sales with Dunn&Co.'s fan engagement campaigns

Tampa Bay Lightning boosts merchandise sales 20% with Dunn&Co.

During the COVID-19 pandemic, the Tampa Bay Lightning faced the challenge of maintaining a vital connection with their fans, The Thunder, when spectators were barred from arenas during their Stanley Cup run. The advertising agency Dunn&Co. was engaged to address this critical disconnect.

Dunn&Co. executed a three-part creative initiative. They facilitated fans signing arena glass that traveled with the team, created a #TweetTape program where fan messages were printed on the players' hockey tape, and offered fans a chance to rent the Amalie Arena overnight via AirBnB. The results were significant, with ticket sales reaching all-time highs and merchandise sales increasing by 20%.

Tampa Bay Lightning