Vegas Golden Knights

The Vegas Golden Knights became the NHL’s newest team in 2017. The debut team, dubbed the “Golden Misfits” because of its formation in the expansion draft, saw unexpected success in its first season, even reaching the Stanley Cup finals.

While I managed branding & marketing for the Las Vegas-Clark County Library District, I created several campaigns in collaboration with hockey’s breakout stars.

Skills:

Corporate Partnership Development

Social Media Strategy

Influencer Marketing

Experiential Marketing & Activation

Media Relations

Photography

Library vs. Library “Twitter War”

During VGK’s first playoff appearance, I challenged the rival city’s libraries to a friendly book stack “Twitter War.” This social media campaign increased impressions by 180%, mentions by 230% and increased followers by 1000%.

This “Twitter War” received international media coverage from outlets including NHL on NBC Sports, Sportsnet, The Bar Down, CBC Manitoba, and local news stations.

One of my tweets was upvoted to the front page of Reddit and I was interviewed on the local news.

Vegas Golden Knights Library Card

The viral success of the Twitter War gave me concrete data to pitch a formal partnership with the team.

One year later, we launched a co-branded library card that increased new card signups 4x within the first month.

The library card collaboration was announced live during a VGK game to a crowd of 18,000 fans.

Influencer Campaigns

I secured social media content featuring the VGK library card with key stakeholders, including former Nevada Governor Steve Sisolak, U.S. Senator Jacky Rosen, and professional sports gambler James Holzhauer while his historic Jeopardy! run was still airing.

I worked with James to curate a list of children’s books that helped him study for Jeopardy! The list became the most visited post on the website and the books were consistently checked out for six months.

Multimedia Activations

This partnership went far beyond a library card. I helped develop an agreement to partner with VGK online and IRL, including ghostwriting a blog for the team mascot.

As part of our agreement, the team also appeared onsite at special events, including the opening of the East Las Vegas Library.

Media Appearances

I promoted the partnership on live television, increasing the awareness of our collaborative campaign.