Week 5 - NHL Stick Tap
The NHL released a campaign on their socials – website, Twitter, Instagram – announcing the upcoming Stick Tap for Service campaign in June 2022.
Partnering with the Navy Federal Credit Union, the NHL is encouraging fans to nominate someone they know who is connected with the U.S. Military that have made a positive impact on the community. In week 5 we learnt about why organisations use their public relations to benefit all involved, and in relation to this case it is to tell a story and help create and continue an ongoing conversation around the importance of the military servants in the US. The overall goal of this campaign is to highlight those that make an impact in the community, whilst rewarding one with a grand prize of Stanley Cup tickets in addition to $30,000 to the charity of their choice. Their release asked, “why Stick Tap,” underneath explaining that “fans know that a tap of hockey sticks between players, on the ice or against the boards, is a sign of approval or applause. We're translating that into a way to acknowledge the incredible contributions of hockey fans and military members with NHL Stick Tap for Service™.”
Pictured below is a military jersey the NHL do every season
A campaign such as this creates engagement between the public and organisation encouraging them to participate in nominating and entering the competition. Upon reflection, I believe military appreciation in the US is very important, so using that aspect tied in with a competition was a recipe for a very good campaign.
