#1Kane Campaign

On March 9, 2021, Patrick Kane – one of the Chicago Blackhawks and the National Hockey League’s biggest stars – joined the illustrious 1,000-game club as the Blackhawks faced the Dallas Stars. However, one thing was missing: our fans, due to the COVID-19 pandemic. With this accomplishment not only being monumental for the player, but also for the organization and brand, the Blackhawks created an integrated campaign that brought fans into the moment but also extended this celebration into the 2021-22 season through multiple touch points and opportunities to recognize his contributions to the organization and Chicago when we could all be together again.

The campaign was deployed across multiple communication channels, including a digital content hub on Blackhawks.com. The campaign garnered 6.7 million video views and 34.8 million impressions, while the exclusive #1Kane t-shirts sold more than 4,600 units on the Blackhawks e-commerce site, CBHShop.com.

Once a full-capacity crowd was able to celebrate the achievement, the Blackhawks distributed 20,000 commemorative posters to fans as they entered the building for the game on October 21, 2021. The poster's front featured the campaign's visual branding, while Kane thanked fans for their support with a handwritten note on the back side.

The Creative and Social Media teams collaborated on the creation of unique social-driven content, including the Elite 88 Bracket challenge. Developed to drive engagement on the team's Instagram account and exposure for the presenting sponsor, fans were given the opportunity to relive and vote for their favorite Kane-related moment. The Over the course of five days on @NHLBlackhawks Instagram Stories, the Elite 88 Bracket challenge earned over 1,143,000 impressions and 119,000+ votes.

The commemorative t-shirt featured the 1Kane logo on the front and team secondary mark on the sleeve, produced with a metallic silver ink to mimic the silver stick award that is given by clubs to NHL players who hit the 1,000-game mark.