The NHL yesterday announced a multi-faceted marketing
campaign called "Get Cup Crazy." The program encompasses
national advertising, consumer promotions and grassroots events
and is designed to celebrate the Stanley Cup chase and the
passion of hockey fans, and to showcase the playoffs at the
national and local levels. "Get Cup Crazy" will be supported
through extensive media both nationally and in local NHL markets
coinciding with the start of the playoffs. USA Today runs an NHL
playoff special April 16 introducing "Get Cup Crazy" to
consumers. Marketing partners including Anheuser-Busch, Dodge,
Duracell, MasterCard, and MBNA are supporting the campaign with
playoff-themed outreach programs and promos (NHL). AD AGE's Jeff
Jensen notes that ESPN, Fox, and JCPenney are also participating
in the four-week, multi-million dollar push. The slogan will be
introduced to consumers this week with TV and radio spots from
NHL Productions featuring the Prince song, "Let's Go Crazy"
(ADVERTISING AGE, 4/8 issue). BRANDWEEK notes MasterCard promos
will include retailers such as The Sports Authority, Dick's and
Gart Bros. (BRANDWEEK, 4/8 issue).
