Hockey fans will tell you there’s nothing like a live hockey game. But how do you capture that excitement when your team is on the road? That’s a challenge the Columbus Blue Jackets have accepted.
For the second year, the Blue Jackets are partnering with local Buffalo Wild Wings (BWW or locally known as B-Dub’s) restaurants to offer social media watch parties throughout Ohio. This season, 16 parties will occur at different B-Dub’s locations.
But this is not your traditional watch party.
Brandishing the Twitter hashtag "#CBJBWW" for those at the watch parties —- and those watching from home -- the Jackets intend for these events to transfer the excitement of an in-arena game to fans at different places when the team is traveling.
"The Blue Jackets historically focused on the home game experience for fans," said Marcus Stephenson, director of digital media for the Blue Jackets. "But we've come to realize that in a world of 24-7 media, you can't just hope that people turn on the TV when the team is on the road. We want to give people a way to interact and stay engaged during games."
The watch parties grew out of fan gatherings that were already happening locally. The Jackets wanted to strengthen activities for the fan community and connect them to the team.
"We're building a bigger and bigger nucleus of fans and we saw these events as a bridge to what the fan base already knew they enjoyed doing," Stephenson said. "We're giving people one more reason to be around one another."
At #CBJBWW parties the team provides giveaways, visits from club mascot Stinger and appearances by members of Jackets promotional teams.
In-arena MC Mike Todd also will drop in and help the parties sustain a high-energy atmosphere, just like it would be at a home game in Nationwide Arena.
To say the events have been successful is an understatement. According to Stephenson hundreds of fans have turned out for the CBJBWW parties.
"As we travel around it's amazing to see that people who've never been to the arena, or perhaps to a B-Dub's in Central Ohio, who know these parties are happening and use them as their way of supporting the team and organization." Stephenson said.
To do their part, B-Dub's created a set of collector player cards that are available exclusively at participating CBJBWW locations. The cards include a code that must be entered online and registers attendees to sign up for prizes ranging from gift cards to a VIP game watching experience.
Greg May, a Buffalo Wild Wings franchisee and long-time Jackets fan, saw the partnership as a no-brainer.
"We have such a great game-watching experience inside Nationwide Arena, we wanted to create the same spirit and fan camaraderie when the team is away," said May. "Our goal is to give people a place to go where they'll know they can watch the Jackets and find fellow fans."
In addition to fans getting together, the Jackets have found a way to enhance the experience through social media. Stephenson and his team focus on growing the conversation about the Blue Jackets by connecting fans to one another.
"Often in sports we compartmentalize, we take our team personally and we feel like we're only heard by those who share our passion," Stephenson said. "The CBJBWW watch parties give people an outlet to find and connect with people who share their passion and sustain relationships through social networks."
To grow the social experience, the Jackets' social team puts on trivia contests through Twitter and other networks throughout every game. This allows the CBJ to harness the impact of the fans' conversation through social media.
"We've seen #CBJBWW trend on Twitter every single night we have a game watch event," Stephenson said. "It's pretty powerful because it shows fans from every hockey organization that we have an active and passionate fan base. It shows people care and are talking about the Jackets."
With the majority of the season ahead of the Jackets, Stephenson and May expect the events to continue to grow.
"Being with fellow fans helps heightens the highs of success and soften the blow of losses," Stephenson said. "Our goal is to bring people together to share that experience and know they are a part of the Jackets community, even when the team is on the road."
May thinks it's the magic of the Blue Jackets fans that makes the events successful.
"The fans get into it," said May. "Nothing can replicate Nationwide but we're creating our own environment that's fun. It gives me chills when you make it happen."
The next #CBJBWW event is Nov. 14 at the Graceland Buffalo Wild Wings, (152 Graceland Blvd) to watch the Jackets take on the Boston Bruins.
The Jackets next home game is Oct. 20 versus Vancouver at 6 p.m. For more information or to buy tickets, visit bluejackets.nhl.com.
