The Catfish Institute: Stanley Cup Campaign
The Catfish Institute: Stanley Cup Campaign
Almost as stunning as the notion that sunny Nashville, Tennessee, is home to one of the NHL’s top hockey teams is the Predator fan tradition of tossing catfish onto the ice during games.
Insight
In 2017, the Nashville Predators made it to the Stanley Cup Finals. Once the series against the Pittsburgh Penguins was locked, The Catfish Institute and Ramey quickly formed a social media partnership with the Predators to capitalize on their unique brand of fan spirit.
Approach
Appropriating the national spotlight of the NHL Finals, Ramey developed a social media campaign urging Predators fans to try new catfish recipes instead of just tossing it on ice.
Outcomes
U.S. Farm-Raised Catfish was catapulted into the national conversation.
Views per minute during the 62-hour digital video campaign
Click through traffic were unique new visitors
Hours of video views
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