The Charlotte Checkers are a minor-league professional ice hockey team based in Charlotte, NC. The Checkers were previously a member of the ECHL and currently play as the AHL affiliate of the NHL’s Carolina Hurricanes. In 2010, the Charlotte Checkers were about to make the leap from ECHL to AHL. The Checkers needed to transfer their current fan base to a new AHL Facebook page and had a goal to enter the AHL with the most Facebook fans.
Media Bonsai was brought in to consult and bring a strategy to the Facebook Fandemonium promotion. In less than three weeks, the Charlotte Checkers Facebook page grew exponentially with daily engagement from active fans. The Facebook Fandemonium party, which featured a free ticket and other special in-game promotions, was awarded to fans when the page was successful in reaching 10,000 fans.
The Checkers surpassed their goal and ended the week with over 11,000 fans and their Facebook page currently has the largest fan base in the AHL with over 31,000 fans. The audience response has been overwhelming as the Checkers have joined and built engaged communities online. Facebook, in particular, has served as the hub of the Charlotte Checkers online community with live game stats, photos, videos and behind-the-scenes content.