The Minnesota Wild’s effort to monetize social content is paying dividends.

The NHL team, which has placed more focus on integrating sponsors on, Facebook, Twitter and other platforms, has posted a 15 percent to 20 percent increase in revenue from digital assets over the 2013-2014 season.

The goal: extend reach and engagement outside the Xcel Energy Center.

“All of us in sports and entertainment have been conditioned to focus on the four walls of our building. Only in the last three or four years has the Wild’s digital audience far surpassed the number of fans in the Xcel Energy Center every night. We believe there’s great potential to create real value for a partner to invest in,” said Carin Anderson, the Wild’s vice president of corporate partnerships.

The team accomplishes that task by creating new digital inventory and repurposing media campaigns in the digital realm.

“It’s the same campaign across multiple platforms, which extends a sponsor’s reach beyond what we could ever do before. When you include the power of the hashtag, it becomes that much more powerful—and that has real value to a sponsorship package.”

“We’ve always been the Minnesota Wild hockey club, but now we can offer opportunities like we’re a global media company.”

In a new twist on post-event fulfilment reports, the Wild use digital impact reports to quantify reach and engagement in the digital sphere. The team compares the data with attendance in the Xcel Energy Center to provide context.

Below, three examples of how the Wild is monetizing social content.

Jack Link’s Movember
Link Snacks, Inc. presented the Wild’s 2014 Movember campaign on behalf of Jack Link’s beef jerky. The company activated the tie with “Mo’ Down” events at home games that featured product sampling and other activities.

The Wild promoted Mo’ Down on the Wild Facebook page, @MNWild and in addition to other traditional mediums.

Jack Link’s gained more than 1.1 million impressions via the Wild Facebook channel in November 2014, the equivalent of 58.7 average Wild home crowds at the Xcel Energy Center, said Anderson. The team assigned the campaign a $50,213 digital media value based on the Twin Cities DMA.

The Movember content on was updated weekly with player mustache ratings.

Treasure Island #mnwildFirst
The team this season created the #mnwildFirst hashtag for Treasure Island Resort & Casino, which was interested in expanding its presence in the social space.

One random person who correctly guesses the first Wild goal scorer using the hashtag receives a $10 gift card for in-arena concessions or the Hockey Lodge, the Wild’s team store.

Since the beginning of the season the hashtag has been used 25,206 times, averaging 420 tweets per game.

The hashtag consistently trends in the Twin Cities and continues to be a top ten trend the following morning, said Anderson.

Gillette #Hockeyhugs
In November, the Wild launched a digital promotion with Gillette Children’s Specialty Healthcare with the #Hockeyhugs hashtag. The promotion features team hugs after goals and other happy hockey moments.

To date, the promotion has generated 710,339 total impressions, 7,911 likes, 509 shares and 119 comments. The gallery of photos posted on a dedicated page on has received 2,828 page views with an average time on the page of one minute and 29 seconds.