NHL Hockey team, the New York Islanders, came to Adjective & Co. with a goal of developing a creative campaign that would sell single-game tickets during the 2017/2018 season. In our efforts to meet this goal, we created the #FanUp campaign. In our research, we found that NY Islanders fans are notoriously fanatical—we saw this as an opportunity to leverage the passionate audience by inspiring them to tell their personal anecdotes about being Islanders’ fans and posting them on social media.


ENCOURAGE hockey fans (both Islanders and non-Islanders fan) to purchase single-game tickets during the 2017/2018 season.


FAN·AT·I·CAL —  Marked by excessive enthusiasm and often intense uncritical devotion; An outward display of intense loyalty and extreme commitment.