The Carolina Hurricanes (The Canes) built their entire brand identity on being different from hockey's biggest, most buttoned-up markets. They lean into fun, personable, and a little goofy, with a marketing team that treats fans like people they know instead of a list they broadcast to.
What started on social media, with staff often replying to fans' comments, was a strong foundation that brought the brand and their fans closer together. But social media wasn't effective at holding two-way conversations or deepening the ongoing relationships they had with their fans. When it came time to build a direct channel that the team fully owned, the Canes needed a platform that could carry that same personal energy onto every fan's phone.
Challenge
Before Community, the Canes had no dedicated texting program. Email and social media carried the brand's voice, but neither gave them a direct line to individual fans. The marketing team had spent years interacting with fans on social media, but they wanted a platform that could expand into a two-way channel instead of another broadcast tool.
The team evaluated several SMS platforms before landing on Community. Beyond the smart segmentation and automation tools built to support a growing program, Community also gave the Canes the flexibility to text fans one-to-one but also keep messages personal when at scale.
“We still get to maintain our brand and do the things we want, and be silly like we are on social media.”
Solution
The outcome couldn't have been better. The Canes' senior marketing coordinator now knows some of the regulars by name as she personally replies to fans, every day. There's the fan who sends a photo of himself in his Canes jersey from wherever he's traveling, and the one who jokes about clinching a playoff spot with every single text.
When the front office was closing in on a contract extension for a key player, the team built a segment of every member who had been asking about it, then sent that group a message written just for them, ahead of the general announcement.
None of this is an accident. The attention to detail, the thought that goes into every reply, the personal connection each interaction creates, makes the Canes' brand feel personal at every level.
“For us, Community stands out because it allows us to connect with fans on a truly one-to-one level. We can tailor each interaction and make every fan feel heard, valued, and appreciated.”
Impact
The Canes' texts keep earning them organic media they never had to buy. A fan screenshots a joke, posts it on social media, and by the next morning it's making the rounds on multiple platforms. People sign up for SMS just to see what the team says next.
On top of engagement, text drives business. The team often runs flash sales through Community. One hat sale drove $10,000 in sales from a single text. A tee promo pulled 59.5% click-through rate, proof that a well-timed deal sent to the right people drives high engagement. Even a watch party invite for a Round 1 game saw a 72% click-through rate. When they text, fans show up.
The Canes set out to make every fan feel personally known. Community lets them do that for over 56,000 members, contributing to a 30x return on investment across their campaigns.
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