Surrey Eagles

Case Study: Cross-Promotion with Surrey Eagles – Pass the Puck & Drop the Puck Campaigns

Organized by: South Surrey & White Rock Chamber of Commerce
Partner: Surrey Eagles Hockey Team

Overview

In collaboration with the Surrey Eagles, the South Surrey & White Rock Chamber of Commerce executed two successful campaigns—"Pass the Puck" and "Drop the Puck"—to promote local businesses, enhance community engagement, and drive awareness of the Eagles’ games and V.I.P. ticket offerings. These campaigns leveraged local partnerships and in-person experiences to generate excitement for the 2023/2024 season and playoffs.

The Chamber-sponsored game on February 23, 2024, achieved a record turnout, becoming the most well-attended game of the season.

Campaign 1: Pass the Puck

Objective:

To cross-promote Surrey Eagles’ home games by engaging six local retailers, generating excitement about the remainder of the season and playoffs.

Strategy:

• Retailer Involvement: Chamber representatives, Surrey Eagles team members, and the Eagles’ mascot visited six businesses for photo and video opportunities.
• Digital Promotion: Instagram Reels highlighted these visits, encouraging community participation and promoting the Eagles’ home games.
• On-Site Engagement: The Eagles’ branded vehicle was stationed at participating businesses, attracting additional foot traffic.

Participating Retailers 

1. Canadian Tire South Surrey
2. White Rock Gymnastics 
3. The Chopped Leaf – Morgan Crossing 
4. Leon’s Cafe 
5. The Handpicked Home
6. Creo Arts Studio 

Key Achievements from the Chamber Game (February 23, 2024):

• Most Well-Attended Game of the Year: The Chamber-sponsored game saw a record turnout, reinforcing the success of the promotional efforts.
• Expanded Membership Engagement: The contest generated excitement within the Chamber community, resulting in increased participation from both existing and new members.
• Increased Community Involvement: The contest incentivized participation and built excitement around the event, enhancing engagement with both the Chamber and the Surrey Eagles.

Overall Impact and Success Metrics

• Community Engagement: The campaigns connected businesses, the Surrey Eagles, and the local community, fostering stronger relationships and generating excitement.
• Digital Performance:
  • High engagement through shares, comments, and replays boosted visibility.
  • Instagram Reels proved to be a powerful tool for capturing attention and driving awareness.
• In-Person Impact:
  • On-site visits with the Eagles team, branded vehicle, and mascot provided memorable experiences for participating retailers.
• Chamber Night Success:
  • The most attended game of the season validated the effectiveness of the marketing strategy and cross-promotion efforts.

Campaign Results for "Pass the Puck" Promotion:

A 10-day digital marketing snapshot (December 30, 2023 – January 10, 2024) using Instagram Reels yielded the following results:

• Accounts Reached: 1,757
• Total Plays: 2,411
• Replays: 438
• Total Watch Time: 120 minutes
• Reel Interactions: 65
• Saves: 10
• Likes: 54
• Comments: 8
• Shares: 16

Key Takeaways:

• High Engagement: The 16 shares and 438 replays reflect strong interest and community buzz.
• Extended Reach: Content reached new audiences, increasing visibility for both the Eagles and participating retailers.
• Community Impact: The campaign successfully connected businesses with the Surrey Eagles, enhancing community involvement.

Conclusion

The "Pass the Puck" and "Drop the Puck" campaigns achieved outstanding results, enhancing visibility for both the Surrey Eagles and local retailers. By leveraging digital promotion, in-person events, and creative contests, the Chamber successfully drove community engagement and ticket sales.

The Chamber-sponsored game’s record attendance demonstrates the power of collaboration and cross-promotion between businesses and community organizations. Moving forward, the Chamber plans to build on this momentum, using similar strategies to continue fostering meaningful connections and supporting local events.