| Title | HCD RINK BINGO |
| Brand | HOCKEY CLUB DAVOS |
| Product/Service | HOCKEY CLUB DAVOS |
| Category |
B02. Live Shows / Concerts / Festivals |
|
Entrant
|
FCB ZÜRICH, SWITZERLAND
|
|
Idea Creation
|
FCB ZÜRICH, SWITZERLAND
|
Credits
| Dennis Lück |
FCB Zürich |
Chief Creative Officer |
| Sören Schröder |
FCB Zürich |
Creative Director |
| Marcin Baba |
FCB Zürich |
Creative Director |
| Dominik Brülisauer |
FCB Zürich |
Copywriter |
| Manuela Tappe |
FCB Zürich |
Digital Art Director |
| Fabian Sigg |
FCB Zürich |
Art Director |
| Olivia Schläpfer |
FCB Zürich |
Art Director |
| Lukas Schnider |
FCB Zürich |
Graphic |
| Olivier Walter |
FCB Zürich |
Content Developer |
| Emanuel Büchler |
FCB Zürich |
Content Developer |
| Marco Frei |
FCB Zürich |
Content Developer |
| Mark Becher |
FCB Zürich |
Client Service Director |
| Sharon Nehrenheim |
FCB Zürich |
Account Manager |
| Marc Gianola |
Hockey Club Davos |
Head of Marketing |
| Bill Mistura |
Hockey Club Davos |
Managing Director |
| Markus Glarner |
Hockey Club Davos |
Head of Communication |
| Elena Buchli |
Hockey Club Davos |
Event Manager |
The Campaign
During the match, players crash into the rink panels around 100 times. The idea was to turn the rink panels into bingo fields. In doing so, a new and entertaining game is born: Rink bingo.
With the Rink Bingo App, the fans were able to play live and in real time during the matches – even at home via a second screen.
Campaign Success
The Rink Bingo App was used during the entire Ice Hockey Championship season 2015/2016. It was announced at all games in Davos, via facebook and flyers on site.
Describe the success of the promotion with both client and consumer including some quantifiable results
Rink bingo was a huge success for the club. In addition to the fantastic feedback from the fans, it was a real win-win-win situation for the club, for the fans and for all concession partners.
The increase of sales was measured as following in comparison to the previous season: Fan shop: +128%. Beverages: +34%. Food: +46%.
In total, 146.428 Bingo winners redeemed their vouchers.
Explain why the method of promotion was most relevant to the product or service
This idea is all about using digital screens within a sporting event.
The real-time usage of the screen enabled a fun and exciting stadium experience for all fans.
The target group consists of fans in the stadium as well as fans watching the game at home via a second screen. The approach was to create an activation idea that also raises the fun level in the stadium.
The promotional call to action was to buy merchandise or visit the bar and catering departments in the stadium. Basically, the App distributed discount vouchers – just in a fun way.