Project Overview:
The NHL facilitated the 2021 Outdoors game in Lake Tahoe, which was picturesque in nature, however, being a consequence of the Covid-19 pandemic meant there was no audience watching physically. This posed a unique challenge of how to engage a disconnected audience and make them feel part of the experience.
Objective:
The primary goal of the campaign was to create an immersive creative campaign that would make the fans have ‘the game experience’. What made this game special, was the outdoor setting, so the key was building that connection of the outdoors through the creative. This campaign aimed to increase viewership while providing an overall moral boost to fans.
Strategy:
To address the challenge, I developed a multifaceted campaign that seamlessly digital and traditional elements. The campaign featured:
Social Media Graphics: Eye-catching visuals for event announcements to generate excitement and anticipation.
Digital Wallpapers: Engaging designs for fans to personalize their devices, reinforcing the event's outdoor theme.
Social Branding: Cohesive branding across platforms to maintain a unified visual identity.
Limited Edition Posters: Exclusive mailed posters to season ticket holders, creating a tangible connection to the event.
Creative Elements:
Using the Bruins and Flyers intense rivalry was a essential to enhancing the campaign's impact. Continuing with the outdoors motif, I created branding components like organic outdoor elements—The Bruins’ mascot a bear, representing the rivalry of the teams.
Outcome:
The campaign successfully engaged fans and built excitement around the event, despite them having to experience it virtually.the action virtually. The project demonstrates the power of building a narrative and using creative thinking to overcome a challenge. By building upon the distinctive features of the NHL 2021 Outdoors game and playing up the rivalry between the teams, it allowed us to capture the hearts of the fans while fostering a sense of the Philadelphia Flyers' fanbase.