The New Generation Initiative
Hovet, Sweden
September, 2022
Challenge
AIK Hockey is a club with a rich history and tradition, an incredibly loyal fanbase and currently in a generational shift. With the club’s supporter groups growing ever older, it has been imperative to raise interest as well as to try to bring in new, young, local fans, to bring back the club to its former glory days, where it belongs.
Solution
To generate new fan groups and to lift the club back to the top of Swedish ice hockey, a completely new approach and an overhaul of digital platforms was necessary. Creating engaging content to be consumed across a variety of social media platforms, ranging from inspiring campaigns and player interviews, to match recaps and behind the scenes footage; fans, sponsors and partners alike, were brought closer to the inner workings of the club in record time.
Result
Whilst the goal may have been simple on paper, it took a lot of time, passion and dedication to build this strong platform the club can now stand on today and reach new heights. A steady increase of ticket sales compared to previous years, growth in social media following as well as paid subscriptions, are clear to see thanks to this drastic new digital approach. Ever since the successful initiative, AIK Hockey and Ark Lumetri have proudly joined forces on multiple projects and campaigns. Forward together, Gnaget!
Ready to rumble—
Let's get the show on the road.
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