{"id":16285,"date":"2014-03-05T16:42:57","date_gmt":"2014-03-05T21:42:57","guid":{"rendered":"https:\/\/blog.shareaholic.com\/?p=16285"},"modified":"2014-04-07T15:59:02","modified_gmt":"2014-04-07T19:59:02","slug":"content-hockey","status":"publish","type":"post","link":"https:\/\/www.shareaholic.com\/blog\/content-hockey\/","title":{"rendered":"Content Marketing: Getting Hot on Ice"},"content":{"rendered":"

Want to drive more social engagement and pageviews? Amplify your content today<\/a>.\u00a0<\/em><\/p>\n

When the team at\u00a0GY&K Marketing<\/a>\/GY&K Antler<\/a>\u00a0was tasked to launch Bauer’s<\/a> new hockey stick, the\u00a0Vapor APX2, they came up with “Operation Vapor.”<\/p>\n

\"Operation<\/a><\/p>\n

The marketing<\/a> agency<\/a> helped produce original content in order to “[gain] awareness amongst [Bauer’s] core\u00a0audience, while clearly communicating a handful of the revolutionary features that made the APX2 the best stick in hockey.”<\/p>\n

“Operation Vapor” was an ingenious idea that soon became an internet sensation.<\/p>\n

“The videos quickly generated over a million views and a ton of earned media,” said Brady Sadler, EVP of Growth and Innovation at GY&K and co-founder of\u00a01band 1brand<\/a>, a boutique agency focused on aligning emerging bands with brands to create content and experiences.<\/p>\n

Their best video from the series<\/a> captured more than 3 million visits alone.<\/p>\n

What did they do?<\/h3>\n

With the help of NHL athletes Patrick Kane, Claude Giroux, Nicklas Backstrom, Jordan Eberle and Evander Kane, we set out to create a series of secret surveillance videos, which would eventually become the main drivers of \u201cOperation Vapor”. Each video gave fans a voyeuristic view of the stars performing miraculous stick tricks on ice.<\/p><\/blockquote>\n

What made this campaign work?<\/h3>\n

At the end of the day we relied on a few key insights which I\u2019d attribute to the success of the \u201cOperation Vapor\u201d videos:<\/p>\n