SBD/October 25, 2013/Franchises

NHL Kings' New Marketing Campaign Shows Players Bonding With Famous Fans

The NHL Kings released a "creative, artistic narrative sort of mini-series that tries to show what sets Kings’ fans in L.A. apart from those otherwise caught up in the glitz of the Lakers, Dodgers or Clippers," according to Tom Hoffarth of the L.A. DAILY NEWS. The "gritty black-and-white video" series is part of a "new new multi-layered media and marketing campaign that the NHL team rolled out this season under the heading 'We Are All Kings.'" The videos "might look a bit like the former Sundance Channel documentary series 'Iconoclasts,' where two diverse celebrities are put into a place to discover what thread of commonality they actually have." Producer Jerry Bruckheimer appears with Kings C Jarret Stoll, discussing "how he bought tickets in the Forum rafters when Wayne Gretzky came to town." Actor Colin Hanks is "paired with goalie Jonathan Quick, laughing about their shared superstitions that come into play." But the series will be "more about spotlighting people" such as Army vet Michael LaVere, architect Frank Gehry or Children's Hospital of L.A. Dr. Maurice O’Gorman. The Kings can "approach a season campaign" in this fashion because "they're not having to twist people’s arms any more just to come to games." The team has "capped season-seat sales at 15,000 in the 18,000-plus Staples Center." Kings VP/Marketing Jonathan Lowe said that Dir of Marketing Heather Bardocz "came up with this player-fan concept" two years ago. Lowe: "Different teams in this market can focus on what they’re known for -- ‘Showtime’ or the iconic Dodger Stadium -- but now we're known beyond the Stanley Cup, for having the most dedicated and passionate fans in L.A., so we wanted to celebrate that with something that’s real, unscripted, highlighting influencers and making connections" (L.A. DAILY NEWS, 10/25).
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Franchises, Los Angeles Kings, NHL

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