Amway's Detroit Red Wings Sponsorship Gets Social

Summary: Detroit Red Wings corporate sponsor and Michigan-based direct-sales giant, Amway, built an innovative social media application to connect with fans and support the Red Wings hockey organization. The application was built by Hathway digital agency.

Oct 22, 2012, 06:00 ET from Hathway

SAN LUIS OBISPO, Calif., Oct. 22, 2012 /PRNewswire/ -- Amway US recently celebrated one year as presenting sponsor of the Detroit Red Wings hockey organization by introducing an innovative fan-centered Facebook application. Known as the "Red Wings Mosaic" application, the project allows Red Wings fans to contribute their photos to the creation of a virtual fan collage. The results of the photo mosaic will be on display at the Red Wings' Joe Louis Arena.


The direct-sales giant, Amway, partnered with southern California-based digital agency Hathway to develop the Red Wings Mosaic Facebook application. The boutique agency specializes in web, mobile and social strategy and application development.

Marketers rely on sports sponsorships to connect with dedicated fans and gain credibility and visibility associated with the attractive world of professional sports. As the emergence of new media has expanded opportunities for sponsors to connect with a team's fan base, Amway's Red Wings Mosaic is a prime example of how new media can transform the boundaries of a corporate sponsorship and enable a brand to connect with an audience in innovative and meaningful ways. 

Marking one year as the presenting sponsor of the Detroit Red Wings, Michigan-based Amway celebrated with the introduction of the social application for Facebook. Amway's goal was to leverage social media and digital technology to broaden its sponsorship benefits, gain brand recognition, and cultivate new fans.

Like many brands, Amway maintains an active social media presence with more than 158,000 Facebook fans and an established presence since 2009. The Red Wings Mosaic application allows Detroit's hockey fans to add their personal photos to the creation of a combined celebratory mosaic. The finished mosaic, complete with thousands of Red Wings fan photos, will be printed for display in the mezzanine of Joe Louis Arena. The application is accessible through Amway's Facebook company page and includes features to upload photos, locate friends or personal photos, comment on photos, and share the application.

"Our goal with the Facebook Mosaic application was to help Amway demonstrate their support of Red Wings' hockey in a personal and meaningful way," remarks Kevin Rice, CSMO of Hathway. He continued, "The application has already generated significant attention and positive feedback from fans while giving Amway the added benefit of positive affiliation among a dedicated group of enthusiasts."

To experience the Detroit Red Wings Mosaic Application visit the Amway US Facebook page at

About Amway: Selling makeup and vitamins to friends and family is a way of life at Amway International. One of the world's largest direct-sales businesses, Amway boasts more than 3 million independent consultants who sell its catalog of more than 450 personal care, household, nutrition, and cleaning products. It also sells the products and services of other companies in 80-plus markets worldwide.

About Hathway: Hathway is a full-service digital agency building consumer brands and enterprise businesses through digital strategy, design, and application development solutions. You can learn more about Hathway at

SOURCE Hathway