The Carolina Hurricanes are using a mix of promotions and community initiatives to celebrate its 20 years in North Carolina.

The NHL team, which unveiled its logo on June 16, 1997, is commemorating its platinum anniversary with the following programs:

  • 20th Anniversary Team that recognizes players who have made the greatest impact, as chosen by Hurricanes staff, broadcast media and season ticket holders.
  • Top 20 Moments in Hurricanes history as selected by the panel.
  • Canes Care community volunteer initiatives.
  • Platinum Puck Sweepstakes that gives fans the opportunity to win a limited-edition puck, tickets and jerseys, and a grand prize that includes a road trip with the team and season tickets for 10 years.
  • First Timers Program that gives fans who have never attended a game the chance to win a unique first-time hockey experience.
  • “Readvolution” school literacy program

The Hurricanes are also promoting its platinum anniversary with “Today in Canes History” programming on social media, 20th anniversary decals on player helmets and the 20th anniversary logo painted on center ice in PNC Arena.

Sponsor integration plays a key role in at least two of the programs.

UNC Rex Healthcare presents the 20th Anniversary Team, while Blue Cross and Blue Shield of North Carolina presents the Top 20 Moments program. Both companies have sponsored the Hurricanes’ since the team’s inception.

The Hurricanes are promoting the programs—and their sponsors—via in-arena promotions, TV broadcasts, digital shorts and social media outreach.

The Hurricanes designed the programs to support its social media objective of driving fan engagement. The team uses social to drive traffic to its web site, where fans can vote on their favorite players and team moments.

“We want to talk to fans, not talk at them. We want to get their feedback and input to drive impressions and engagement,” said Tom Ward, Carolina Hurricanes senior vice president of brand/community/partnership development.

The Hurricanes in October announced a partnership with Wake County Public Schools and the launch of “Readvolution,” a program that challenges students at 114 elementary schools to perform 20 minutes of reading outside the classroom each day during the semester, with the goal of reading a total of 2,020 books.

The team will reward students and teachers with tickets, mascot appearances, teacher recognition events and other experiences and prizes.

As part of the partnership, the Hurricanes, in collaboration with Cengage Learning, created an online tracking system on where students can log in and input their daily reading activity.

The team has placed a “Readvolution”-themed life-sized hockey goal graphic inside each school, where students can place paper pucks with the names of the books they have read.