Sioux Falls Stampede

Opportunity:

With new competition arriving in the market, the Sioux Falls Stampede were at a crossroads. Despite a history of success, in some ways the Stampede were being taken for granted in the Sioux Falls market. Everything had been comfortable for a long time, but with the launch of Division 1 hockey at nearby Augustana University in 2023, this was all about to change. It was high time for the Stampede to reclaim their birthright as the hockey team that made South Dakota a hockey state. 

Docuseries:

Pulltab Sports produced a docuseries titled “Hooves Up” that was a time capsule bottling up the Stampede’s rich history, tradition, player development, culture, community involvement, and fan engagement built over the twenty plus years from when the Stampede arrived back in 1999 effectively making Sioux Falls a hockey market.
“Hooves Up” positioned the Stampede as leaders in the market, taking credit and reminding their key stakeholders of the role they played transforming South Dakota into “South DaHockey.” While, of course, the Stampede would welcome continued growth and expansion by the likes of Augustana, “Hooves Up” would showcase the blueprint of how the Stampede had built hockey season by season for over two decades.   

Campaign:

The Stampede also needed an assertive and assumptive marketing theme for the 2021-22 season. “It’s Stampede Season” became this clear and consistent message. Like the docuseries, “It’s Stampede Season” would reinforce the Stampede’s leadership stance in the market while effectively selling both the on-ice hockey product, as well as the best-in-class fan experience that takes place on a nightly basis at the Premier Center.