They started lining up last night at 8:30 pm in front of Players Ink Tattoo Shop in San Jose to be one of the first 40 in line to get a free San Jose Sharks tattoo. “Sharks for Life” is the tagline we started using three years ago when we first started working with the team. Today, Sharks for Life became literal. Hundreds of fans came out to show their support for the team they love by getting Sharks ink.

We launched the marketing idea on social media before the Sharks had even won their second round series against the Avalanche. It was heartening to see how many people came out, in the rain no less, to be a part of this event. It’s also a great example of how to harness social media to build engagement and encourage brand loyalty.

We and the Sharks partnered with three local tattoo shops. The Sharks cover the cost of all the tattoos, they help promote local businesses, do something nice for their fans, build community spirit and brand awareness. Not to mention, they get a ton of earned media worth hundreds of thousands of dollars for a fraction of the price of equivalent paid media. It’s proof that if you take big swings and do something unconventional, it pays off for everyone involved. Thanks to the Sharks for always supporting bold ideas.

ABC News, NBC Sports, KRON4 News, San Jose Mercury News, Yahoo Sports, . SFGate, KSBW News, KFOX Radio, 105.3 Radio

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