The Solution
Working with Rival Technologies, the Canucks used chat surveys during the 2017-2018 season to recruit more than 5,000 fans through Facebook, Twitter and Instagram in just a matter of weeks. Insights from this community help the organization better understand all the different elements of the fan experience and improve game-night entertainment. Response rates are typically in the 80% range, and the company gets hundreds of responses within minutes.
For the 2018-2019 season, the company used chats to measure the impact of different theme nights. Data from these chats revealed people's awareness of these special events as well as what people liked and disliked about them. Chats also help uncover the drivers that lead to ticket purchase.
By broadcasting chats during intermissions, the Canucks get real-time feedback on in-stadium campaigns running on that same night. This valuable insight not only helps measure sponsor recall—it also provides both the Canucks and its sponsors actionable feedback on creating campaigns that enhance the fan experience and boost awareness for partners.
