The Leafs Get Social

Dave Fleet’s going to a Leafs game, makes an off the cuff tweet about it, then gets an @reply from @mapleleafs followed by a direct message from the Leafs new¬† inviting him on a pre-game behind-the-scenes tour of the ACC given by Jonathan Sinden, the man behind the @mapleleafs and a member of the Leafs interactive marketing team.

Surprised and delighted, Dave blogs about the experience. Looking at the comments, some people are suspicious, (as was I). Dave’s blog is well read and he has lots of followers. In a way, this seemed like they were scanning twitter to see who was tweeting about the game and then approached Dave because he had a large follower count. As it turns out, that wasn’t the case. Jonathan Sinden had the idea of giving an enhanced fan experience to one of the Leafs twitter followers and Dave just happened to tweet at the right moment. That’s what he wrote in his comment on Dave’s blog and I believe him because the comment sounds very sincere and doesn’t sound like it was cleared through legal.

I like how this turned out as a rapid response initiative rather than part of a tight strategy (and this coming from a strategist). What I mean by that is, I can’t envision a long discussion at MLSE over how this is going to further business objectives and generate a great ROI. This had a “Hey I have an idea to enhance the fan experience that won’t cost us much, let’s try it out” kind of feel and that’s something more businesses should start doing more often. Leafs tickets are among the most expensive in the league and rightly so given demand in this hockey mad city and as a result, there seems to be a lot of corporate types at the games (well, at least in the platinum seats). With a random acts of kindness like this, one feels that the team does care about the average fan.

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1 comment so far

  1. Jonathan Sinden on

    Hi Jason, Thanks for writing this. You’re right, it was a very organic idea that just kind of happened. Leafs Nation is made up of all different types of people and we do our best to reach out and create experiences for all fans whether it’s in-game, on broadcast, thru the many online and interactive features we offer or elsewhere.

    You know, that’s the beauty of social media. It does not have to be scheduled way in advance, sometimes it just happens.

    Thanks again for posting your thoughts. I enjoyed reading them.

    jonathan


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