Added Mike Hutchinson, Capitals vice president of marketing, "At its core, ALL CAPS is a juxtaposition between fan and player sentiment, binding the two and telling a story beyond just what happens on the ice to evoke a deeper connection between fan, player and team."
For the fan centric storytelling component of the ALL CAPS, a variety of passionate and engaged fans were selected to share their stories. In addition to materials highlighting players, fans will be featured throughout the campaign on how they emulate the spirit of ALL CAPS in their daily lives.
Throughout the season, Capitals fans will be encouraged to submit their stories through Capitals digital media platforms on how they live in ALL CAPS by using the hashtag #ALLCAPS. In addition, fans who use the #ALLCAPS hashtag will unlock a Weagle hashflag.
The ALL CAPS campaign also features a sonic tagline, which will be used at the beginning or end of all digital video, TV spots, radio spots and throughout the in-game experience as a way to build and establish a sonic identity over the course of the season. It incorporates the goal horn, sounds from the ice and chants from the crowd into a soundbite.
The Capitals worked with the San Francisco-based Forty Forty Agency to develop the campaign.
"In our discussions with the team, the organization and fans, we found a level of passion and support that goes beyond what a lot of teams have," said Forty Forty Agency founder John Trotter. "We wanted to capture that passion in a common expression that is representative of the commitment level that the most ardent fans and players both share."
