How HCC Boosted Fan Engagement with a Digital Advent Calendar
The Challenge: Uniting Fans and Showcasing Partners During the Holiday Season
The Hockey Club La Chaux-de-Fonds (HCC) wanted to strengthen fan engagement, highlight its commercial partners, and grow its marketing database. The Christmas season—typically a quieter time online—was the perfect opportunity to launch an innovative, interactive campaign.
The Solution: A Fully Digital and Interactive Advent Calendar
In collaboration we launched a fully digital and interactive Advent calendar. Each day in December, fans were treated to:
- Exclusive giveaways
- Behind-the-scenes content
- Special offers
- Club-branded memorabilia
Every calendar window spotlighted either a club sponsor or the team itself, while encouraging direct fan interaction via social media content like images, Reels, quizzes, and challenges.
The campaign was structured in 4 key phases:
- Partner onboarding
- Content and platform creation
- Daily social media activation
- Data collection and performance analysis
This initiative allowed HCC to not only entertain its fanbase but also track and measure the real impact of each action using data. It’s a winning approach that combines fan engagement, sponsor visibility, and data acquisition.
