Rinkside 3 springs from the notion that hockey is best when enjoyed in good company, also when watching the game alone at home. Numerous digital hockey platforms had appeared but none that would join hockey supporters of all clubs in a common real-time-game-chat-forum. And well, that is the very core idea of Rinkside 3.

2016 in September 3’s hockey commitment was relaunched with the encouraging message: “Share your love for…” ( “Dela kärleken till..”).

The campaign alludes to the 3 brand promise “Never stop sharing” and taps into the passion of the hockey crowd.

The campaign included the entire hockey commitment: the club sponsorships and mobil subscriptions (targeting the arena audience), as well as the Rinkside3 app (targeting home-viewers).

The new app was launched in September in time for the 16/17-season. Media was purchased for a commercial spot in connection to the tv-broadcasts as well as online banners etc. The arenas and the club digital platforms were also used as media channels.

To attract extra attraction during certain games a guest expert has been invited to participate in the chat. For such events a local media plan has been tailored to create a high regional exposure.

Giving relevance to their business as mobile operator - Rinkside3 has let 3 take ownership of the talk during the games.

The app has been downloaded more than 26.000 times and was after two months the number one in the iTunes sports category. The fact that the users post thousands of comments each game is a clear sign that the app offers a live functionality that other social media platforms lack. During one week people post barely 2.000 tweets with the tags "CmoreSHL" and "SHL". During the same week more than 13.000 comments are posted in the Rinkside 3-app.

28% percent of the hockey audience has a more positive image of 3 and 39% would consider choosing 3. That compares to the Sweden-average of 20%. Rinkside 3 has filled a digital gap, taken 3 closer to the hockey crowd while giving evidence to the brand promise "Never stop sharing".