CHL embraces state-of-the-art digital marketing

The state-of-the-art digital media platform created for the Champions Hockey League in 2014 has continued to evolve and develop offering regular touchpoints with fans and producing a powerful marketing activation for brands.

State-of-the-art digital media platform extends CHL's reach

The CHL is the pinnacle of European club ice hockey. When it turned to Infront to develop a digital strategy that aligned with the league’s vision, mission and values the goal was to raise the profile of the competition, communicate its brand and build fan loyalty. Infront’s strategy since then has covered the entire digital ecosystem, with a mobile responsive website and dedicated app positioned as the hub of activation and main fan destination. 

Fan engagement, new innovations and sponsor activation

In addition to live coverage of the games through all digital channels, fans were given access to every second of all games live (when available per territory). Live streams were produced for the official website with free highlights posted shortly after each game. In total 5.6m minutes of the live streams were viewed during the 2018/19 season, an increase of 43 per cent on the previous year.

These continued efforts to develop state-of-the-art platforms saw the website welcome 1.2m sessions during the 2018/19 season, up 21 per cent from the previous year, with app sessions also increasing an astonishing 101 per cent to 292,000.

Cross-platform content developed for social media channels continued to increase awareness of CHL's brand, with a 37 per cent increase in follower numbers to 159,000 during the 2018/19 season. The content shared is also resonating among fans with each season that passes, with engagement rates up by 56 per cent.

The past season also saw new technology rolled-out for fans to leverage. This included the introduction of a fan engagement tool through Facebook messenger where fans could interact by playing quizzes about the tournament. In addition facial recognition technology was used at the CHL final, allowing fans to access and share photos of themselves enjoying the action in the arena.

iLoq also activated their sponsorship by "unlocking" the locker room through a new camera introduced across the majority of venues.

All of these initiatives have undoubtedly raised the profile of the competition. This is having a positive effect for sponsors who not only continue to enjoy all the benefits of the on-site advertising and marketing platform but also gain added value through the maximised media value across the ever-growing digital platforms.

Achievements

  • Cross platform, dynamic content strategy continuing to attract a larger and more engaged audience
  • Robust website and app excels in rich live event coverage with 1.2m website and 292,000 app sessions
  • Social media booming with 159,000 followers and 56 per cent increase in engagement rate.