Fountain Tire
Becoming the loudest sponsor in the arena when you’re outspent 60:1
Year:
2018
Capabilities:
Digital Products.
Social.
Problem
Fountain Tire was competing for the attention of NHL hockey fans against larger sponsors outspending them 60:1, making it difficult to stand out.
Insight
The way die-hard hockey fans cheer for their team has changed; social media has become a hot-bed of conversation where fans interact during games to support their local squad.
Strategy
Rather than trying to “join the online conversation” as many brands do, Fountain Tire wanted to change how fans cheer on their hometown team on social.
Solution
Introducing Fountain Tire Fanbods: the first ever human typeface. Just like diehard fans in full body paint, real Fountain Tire employees (ranging from the CFO to tire techs) were painted as crazed fans and turned into every letter of the alphabet plus numbers and emojis. Using a simple mobile interface, fans could type in their cheer with the Fanbods font and then send to their team on social.
Platform
For Entire NHL
24 of 31
NHL Hockey Teams Fans Used Platform
2MM+
Website Impressions In 6 Weeks
65+
Countries Visited Microsite
4th Consecutive Year Named Top 3 Global Network Promoting Good Causes
2020 Global Agency of the Year
2020 & 2019 A-List & 2020 Best Places to Work
2020 Global Network of the Year
2020 Most Awarded Network
2020 Design Agency of the Year
2020 Top Places to Work
2019 North America Network of the year and 2019 Top 3 Global Network