Fan interest in the Nashville Predators is booming, but it wasn’t always the case. At the start of the 2014-2015 season, the team was 29th out of 30 teams in the league for web traffic. The club decided to partner with Gamma Blast Studios to boost interest in the players with the goal of increasing traffic to the team’s website where tickets are sold.

This became, “Beneath the Ice” (BTI) an omnichannel, narrative series that focused on the personal lives of the players as the team fought to make the playoffs. Comprised of social media video content and 8 to 12-minute pieces, the series, in the style of a “Hard Knocks,” layered on top of what the team’s internal video department put out in terms of content.

The results? In its three seasons, “Beneath the Ice” received:

  • More than two million digital interactions 
  • Average YouTube replay viewership of 40,000 viewers
  • Monthly, web traffic consistently jumped to the top 10 in the NHL

BTI: Season 3, Episode 1 “Beginnings”