One of the biggest challenges for the NHL coming out of the lockout was to gain the attention of the casual sports fan. Here is the challenge the NHL faced, as told to Fast Company, in the words of John Collins:
“All our marketing assets, all our communication assets, were inside our games. They were inside our arena, inside regional and national telecasts. We had no ability to break out beyond that and capture that casual, much broader sports fan environment.”
John Collins of the NHL broke out of the norm with the Winter Classic. Using live event production, Collins and his league effectively took over a day. In this video, we take a look at how creating buzz around a major event helped shape the new digital strategy of the NHL.