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.
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This case study details how C'mon Sports helped Hockey Club La Chaux-de-Fonds implement a comprehensive fan engagement and data strategy. It covers the club's specific challenges in the Swiss hockey market, the tools and methodology deployed, and the concrete results achieved in fan retention and commercial growth.
Ice hockey clubs can improve commercial performance by unifying fan data across ticketing and digital channels, personalizing communications based on attendance patterns, developing tiered membership programs, optimizing matchday experiences through fan feedback, and leveraging data to demonstrate audience value to potential sponsors.
Mid-size clubs benefit from integrated CRM platforms like Arenametrix or Data Talks that combine ticketing data, email marketing, and fan analytics in one affordable solution. Key tools include automated email workflows, fan segmentation dashboards, social media management platforms, and survey tools for collecting direct fan feedback.
