#WhatsYourGoal Campaign

The Chicago Blackhawks developed the social media campaign #WhatsYourGoal, and the mission was to foster a deeper connection between fans and Blackhawks players while making a difference in the community. The campaign opened a two-way channel of communication between dedicated fans and their favorite players, as personalized goals submitted via Twitter and Facebook were fulfilled throughout the 2014-15 and 2015-16 seasons.

The campaign's success allowed the creative and marketing team to extend its reach to out-of-home advertising, and one of the executions developed was a bus stop takeover outside the team’s flagship retail store on Michigan Avenue near Chicago’s Magnificent Mile.

The design was inspired by the team's locker room, showcasing the environment to elicit the connection between the organization and its fans. After conducting a photo shoot inside the Blackhawks locker room, the final deliverable accounted for spatial elements (including the seat) so that fans shared in the experience of sitting in the locker room as a member of the team. The call-to-action urged fans to take a photo inside in the space and post it on their social media account with #WhatsYourGoal for the chance to have their goal fulfilled by the organization.