@espn — 43x breakout selling Carolina Hurricanes

Loading video…

Surprising Fans In The Last Row With The Greatest Experience Ever ❤️

@espn

60.7M followers · usually 111.7K views a post

Views

10.9M

Likes

1.6M

Comments

4.6K

20.4K

Promoted product

Carolina Hurricanes

The official National Hockey League website including news, rosters, stats, schedules, teams, and video.

Why it worked

The video taps into the emotional connection fans have with their team by offering an exclusive, behind-the-scenes experience. The surprise element and the genuine excitement of the fans create a highly shareable and engaging piece of content.

Summary

ESPN's Omar Raja surprises two Carolina Hurricanes fans in the last row with an upgraded experience. They receive passes to meet players, a signed hockey stick, and then get to meet one of the players and receive a signed jersey.

Structure

1Surprise fans in the last row
2Offer passes to meet players
3Meet a player and receive a signed jersey
4Show the game and fan reactions

Product placement

ESPN (ACTS - the video is presented as content from ESPN, implying their involvement in creating or distributing it. Removing it would change the perceived source of the content.) Carolina Hurricanes (ACTS - the team is the subject of the surprise, and their merchandise is visible. Removing it would change the context of the event.) Stanley Cup (APPEARS - a logo/trophy graphic is visible in the background. Removing it would not change what happens in the video.) Bodyarmor (APPEARS - a towel with the brand name is visible. Removing it would not change what happens in the video.) Great Clips (APPEARS - a logo is visible in the background. Removing it would not change what happens in the video.)

Original caption

@Omar Raja surprised these fans in the last row with a chance to high-five the team before they took the ice, a hockey stick signed by the entire team, upgraded seats, and a meet-and-greet with their favorite player! ❤️