Project Overview:
The NHL's 2021 Outdoors game at Lake Tahoe was a landmark event, set against a breathtaking natural backdrop. However, due to the Covid-19 pandemic, fans could not attend in person, presenting a unique challenge: how to engage a disconnected audience and make them feel part of this extraordinary experience.
Objective:
The primary goal was to create an immersive creative campaign that would transport fans to the game, emphasizing the distinctive outdoor setting and fostering a sense of connection. This campaign aimed to increase viewership while boosting overall fan morale during a challenging time.
Strategy:
To address the challenge, I developed a multifaceted campaign that seamlessly blended 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:
Incorporating the fierce rivalry between the Boston Bruins and the Philadelphia Flyers was essential to enhancing the campaign's impact. To emphasize the outdoor theme, I designed organic branding elements, such as: The Bruins’ mascot, a bear, representing the rivalry of the two teams.
Outcome:
The campaign successfully engaged fans in a dynamic way, fostering a sense of presence and excitement around the event despite physical distance. By combining traditional elements with innovative digital strategies, we enhanced viewership and elevated fan morale during a time when connection was crucial. This project exemplifies the power of creative thinking in overcoming challenges. By leveraging the unique attributes of the NHL’s 2021 Outdoors game and incorporating the rich rivalry between teams, we created an unforgettable experience that resonated with fans and celebrated the spirit of hockey in a spectacular outdoor setting.