Timed to leverage excitement around the playoffs, this National Hockey League (NHL) campaign celebrates hockey’s history. The initiative is spearheaded by a TV commercial, breaking on 12 May prior to the first game of the Stanley Cup playoffs conference finals, which highlights the greatest hockey players ever and the trophy that bears all of… Continue reading NHL Legends Front Emotional ‘Spelling’ Commercial Tribute To The 125-Year-Old Stanley Cup
Tag: North America
New IndyCar #Next Initiative Focuses On The Future > A New Generation Of Drivers, Tech and Fans
IndyCar marketers, like so many other sports property rights holders, have been refocusing around youthful fans and its 2017 season multi-platform ‘What’s Next’ campaign features younger drivers and new technologies. The Verizon IndyCar series and its flagship Indy500 race have long been promoted via the classic motorsport marketing tactics of ‘history’ and speed’: as… Continue reading New IndyCar #Next Initiative Focuses On The Future > A New Generation Of Drivers, Tech and Fans
NHL/NBC Sports Willy Wonka Style Chocolate ‘Bracket Bar’ Playoff Promotion
The NHL and its official broadcasters NBC Sports have allied on a campaign that blends banded chocolate bars with a Willy Wonka style competition to build awareness around the 2015 Stanley Cup playoffs. This initiative is a strand within the umbrella ‘Every Game. Every Night. Don’t Miss a Moment’ campaign The promotion is… Continue reading NHL/NBC Sports Willy Wonka Style Chocolate ‘Bracket Bar’ Playoff Promotion
NHL Finals Campaign Promotes Stanley Cup By Asking ‘What’s In A Name?’
The NHL itself is promoting the Stanley Playoff Finals with an emotional new commercial simply called ‘Name’. The narrative explores what it means to make a name for yourself in life (and in the NHL Stanley Cup). Narrated by acclaimed actor and hockey fan Liev Schreiber, the creative asks ‘what’s in a name?’… Continue reading NHL Finals Campaign Promotes Stanley Cup By Asking ‘What’s In A Name?’
Bridgestone’s NHL Winter Classic ‘Conquer The Cold’ & ‘Fan Freeze’ Activations
Bridgestone, the title sponsor of the NHL Winter Classic, ran two special digital initiatives to activate its rights to the New Year’s Day outdoor game – ‘Conquer The Cold’ and ‘Fan Freeze’. The 2015 Winter Classic, which saw the Chicago Blackhawks play the Washington Capitals at Nationals Park in Washington DC, saw the tyre… Continue reading Bridgestone’s NHL Winter Classic ‘Conquer The Cold’ & ‘Fan Freeze’ Activations
MiO Engages Millennials Via Entertainment Alliances
Kraft’s innovative MiO ‘enhanced water’ product is rolling out a programme of niche, hip music, stunt and festival sponsorships to engage with millennials across North America and bring its ‘Make It Original’ campaign ideas to life. The Kraft brand in the US and Canada has expanded its music space alliances through several festival and… Continue reading MiO Engages Millennials Via Entertainment Alliances
Jim Beam’s Pitchfork Nightcap Extends Music Festival Alliance Online
Jim Beam’s innovative and ambitious 2014 Pitchfork Festival sponsorship is part of a growing trend for sponsors and music property owners to use digital platforms in order to extend the life of music show partnerships long after the last live note has been played. The ‘Pitchfork Nightcap’ initiative not only sees the drinks brand… Continue reading Jim Beam’s Pitchfork Nightcap Extends Music Festival Alliance Online
Kraft Hockeyville Goes To The USA & Climaxes In Sylvan Lake
The build up to the 2014/15 NHL season saw two major strands of Kraft’s legendary ‘Hockeyville’ sponsorship initiative: firstly the league sponsor announced it was extending the award-winning campaign across the border into the USA and secondly the culmination of last year’s activation exploded under a cloudless sky in the small community of Sylvan Lake,… Continue reading Kraft Hockeyville Goes To The USA & Climaxes In Sylvan Lake
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 September launch of its official NHL 13 game (the only game officially licensed by the NHL and the NHL Players Association) up until the dispute was… Continue reading EA/ESPN ‘Simulated Season’ & Then NHL ‘Start Your Season’
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 that’s what the National Hockey League believes after the NHL takes out newspaper ads to say sorry for the delayed season. After the lockout standoff… Continue reading NHL’s Fan Apology Letter In N. American Newspaper Ads
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 and until last year it was the official NHL beer. A position it lost after a high profile legal battle with the NHL and rival Molson.… Continue reading Budweiser ‘Playoff Payoff’ Promotion Ambushes NHL
