At the height of the pandemic, and during the Lightning's back-to-back Stanley Cup run, it was vital that the Lightning maintain a connection with their fans, The Thunder. After all, Lightning cannot strike without Thunder. But this was harder than ever given that fans were not allowed into any professional sports teams' arenas to root on their favorite clubs. From this insight we pulled off a hat trick of work for the Lightning:
All On Board: We took what normally separates fans from players, and used it to bring them closer together. Fans signed glass from Amalie Arena, which traveled with the team and was installed on ice in the Toronto playoff bubble.
Tweet Tape: Before fans were allowed back into the arena, we created a way for their support to join the team on ice. Tweets of support made using #TweetTape were printed onto hockey tape, which the players used to wrap their equipment, allowing the players to bring the literal support of their fans with them into battle.
Room&Boards: Since fans couldn’t join in the Cup celebration in Toronto, we decided to offer them a once-in-a-lifetime opportunity. Using AirBnB, some lucky fans were able to rent the Lightning’s own Amalie Arena for an evening and spend the night with the Stanley Cup.