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Mar 06, 2013
NHL Lockout > Activation, Strategy & Learnings
Brand analysis, sponsor strategies and lockout learnings from rights owners, brands, equipment manufacturers teams and fans. Download report pdf.
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Mar 01, 2013
Budweiser Ice Hockey ‘Red Lights’: Internet Of Things
A red glow is emitted from windows of homes across Canada, buts its ‘ice’ not ‘vice’ that’s putting on red lights across the country. Budweiser’s ‘Red Lights’ initiative, >>
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Jan 25, 2013
Bauer Hockey Adapts Work To Own The Lock Out Moment
Bauer’s low latency approach to its ‘Own The Moment’ hockey campaign, saw a marketing team flexible enough to adapt to changing circumstances – the NHL lockout – and rapidly >>
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Jan 25, 2013
EA/ESPN ‘Simulated Season’ & Then NHL ‘Start Your Season’
With no real hockey to watch, Electronic Arts (along with partner ESPN) urged fans to turn to virtual hockey. EA Sports leveraged the NHL lockout right from the >>
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Jan 21, 2013
NHL’s Fan Apology Letter In N. American Newspaper Ads
It may not be cutting edge, original or high-tech, but perhaps the most transparent and honest approach to offering a genuine apology is the old fashioned letter. At least >>
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Jan 20, 2013
Nike’s ‘Hockey Is Ours’ Anti NHL Lock-Out Fan Campaign
Now that the National Hockey League’s lock out is finally over and the pucks are sliding around North America’s professional rinks again, it seems appropriate to revisit Nike’s >>
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Jan 18, 2013
Molsen Canadian’s Hockey Champs Mobile Wake Up Call
Now that the lockout is over, Molson Canadian (the official and exclusive beer brand of the NHL) is back running regular NHL activation such as its ‘Pro For A >>
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Jan 18, 2013
Kraft Suspends Hockeyville Reinvests In HockeyGoesOn
In late November 2012 Kraft became the first major sponsor of the 2012-13 NHL season to go public and cancel its NHL ‘Hockeyville’ activation and divert some of the >>
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Jun 15, 2012
Budweiser ‘Playoff Payoff’ Promotion Ambushes NHL
Perhaps the most interesting and controversial campaign around the NHL PlayOffs was Budweiser Labatt’s guerrilla ‘hockey tickets for life’ promotion. Budweiser is Canada’s top selling beer brand >>
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Apr 06, 2012
Hairy Hockey As NHL’s Play Off ‘Beard-A-Thon’ Begins
The NHL Playoffs are approaching so it’s time for this season’s ‘Beard-A-Thon’ to begin. The campaign, which leverages the long-standing ice hockey tradition of players not shaving >>
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