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Client:
The Madison Square Garden Company
Credits:
Studio: The Madison Square Garden Company
Illustration: Jordan Rosenberg
Photography: The Madison Square Garden Company
My Approach:
The Rangerstown Stories campaign was developed to engage fans more profoundly. Visual storytelling was at the core of this initiative, allowing the team to showcase the stories of passionate fans through various mediums. Season tickets, 10 Home Games in October, out-of-home signage, print collateral, and social media designs were created as part of this effort.
A prominent feature of the campaign was a mural designed on the right side of 2 Penn Plaza, which remained on display throughout the entire season, serving as a powerful visual representation of the fans’ dedication and connection to the team.
The season tickets were thoughtfully designed with a unique URL, enabling fans to access and share their stories and fostering a deeper emotional bond between the team and its supporters. The goal of the Rangerstown Stories campaign was to create a sense of unity and community, making fans an integral part of the New York Rangers’ journey.
Background:
The New York Rangers recognized the importance of establishing a deeper and more engaging connection with their fans. To achieve this, they introduced “Rangerstown,” a concept that transcended mere fandom and became a shared state of mind uniting the fans, players, and the broader New York community. The aim was to create a sense of unity and camaraderie, where everyone could come together to cheer on one of New York’s most successful and celebrated sports teams. Rangerstown represented a team and a collective passion and dedication that resonated throughout the city and beyond.
Results:
The implementation of animations, created by me using After Effects, resulted in a significant boost in social engagement for the New York Rangers. The team witnessed a remarkable 80% increase in interactions on Instagram and Facebook, effectively doubling their social media engagement. The introduction of animations in posts contributed to capturing the attention of younger audiences, who started engaging more actively with the team’s social media content. The Rangerstown Stories campaign successfully facilitated a deeper and more meaningful connection between the team and its fans, effectively expanding the team’s reach and resonance with the younger demographic.
