The Washington Capitals of the National Hockey League reached out to BDA to help bolster attendance at their election night game, a game historically not well attended. The Capitals wanted to leverage hype from the Presidential election into a merchandise promotion for maximum fan engagement both online and in-arena.
BDA developed three unique bobbleheads for the Capitals Bobblehead Election and social media campaign #CapsElectionNight where fans vote for their favorite bobblehead for President. After the bobblehead “winner” was announced, BDA produced and distributed 19K winning bobbleheads to fans in attendance at the giveaway game in March.
Three amazing candidates battled it out for Bobblehead President: Justin Williams, Capitals Forward, Braden Holtby, Capitals Goaltender, and Tom Wilson, Capitals Forward. Like any good election, there needed to be a debate on live TV.
In the end, after a heated election with more than 10,000 votes cast, Braden Holtby won the 2016-17 Capitals Bobblehead Election with 47% of the votes.
The #CapsElectionNight campaign was the most successful bobblehead promotion in recent history – with a sellout drop count to one of the traditionally weakest performing games of the season. Capitals collected nearly 10,500 fan votes and generated over 50,000,000 impressions on social media. To top it off, NHL Network described the winning bobblehead of Braden Holtby as “one of the best bobbleheads of the year.”
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