THE BRUINS DEN: AN INNOVATIVE MARKETING STRATEGY Leah Brady Bruins.nhl.co m
The Bruins den: An innovative marketing strategy
Feb 25, 2016
Bruins.nhl.com. The Bruins den: An innovative marketing strategy. Leah Brady. “ ” The DEN is a dream come true. The opportunity also is ripe for the team to build relationships with sponsors and boost Proshop and ticket sales.” -Julie A. Novak, julieanovak.com. - PowerPoint PPT Presentation
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THE BRUINS DEN: AN INNOVATIVE MARKETING
STRATEGYLeah Brady
Bruins.nhl.com
“The Boston Bruins are launching an ambitious effort to bundle all of their digital, mobile, and social online assets under one umbrella brand, so the team and its fans will more easily tweet, friend, and pin each other.”
–D.C. Denison, The Boston Globe
Digital Entertainment Network (DEN)
Mobile App
TumblrBruins.com
Google+
“”The DEN is a dream come true. The
opportunity also is ripe for the team to build
relationships with sponsors and boost Proshop and ticket
sales.”-Julie A. Novak,
julieanovak.com
YouTube
More than 1.1 million fans.
Direct link to team Instagram Feed.Boston Bruins Fantasy Challenge Game.
Photos and Videos
Facebook.com/NHLBruins
•Over 180,000 Followers.
•Fan initiatives, promotions, giveaways, contests, and videos tweeted regularly.
•Team makes official announcements and
updates through twitter page.
•Bruins-related news, on and off the ice (including
game updates).
Twitter.com/NHLBruins
•Instant alerts for breaking news.
•Team schedules, stats, exclusive videos, ability to
purchase Bruins tickets from mobile device.
•Three major platforms: iPhone, Blackberry, and
Android.
•Provides users with live, real-time stats during games.
Mobile App
Itunes.com/boston-bruins-official-mobile
“World’s Most Pinteresting Bear:” posts his favorite pictures of the team and exclusive behind-the-
scenes photos.
Pinterest.com/NHLBruins
“The Captain getting ready to play #1000. ..no big deal. #bruins #poweredbyATT”
-Shawn Thornton
“Benny taping the stick he will use to score his first goal
of the playoffs! #bruins
#poweredbyATT #BosWsh”
-Tyler Seguin
"heeeeeyyy you guys" #bruins
#poweredbyat&t” -Andrew
Ference
Instagram “Player Takeover” initiative.
Statigr.am/NHLBruins
•BostonBruins.com:•More than one million visitors per month.•Ranked one of the most trafficked sites in NHL.
Bruins Website
Bruins.nhl.com
•Add Boston Bruins to circle for updates, team news, announcements,
photos, and videos.
•Team expected to host “Hangouts” with team
personnel.
Google+
Plus.google.com/NHLBruins
•One-stop shop for Bruins news, feature stories, photos, videos, and
exclusive audio features.
•Interactive environment.
Tumblr
NHLBruins/tumblr.com
Mobile App
Tumblr
Bruins.com
PinterestInstagram
Google+
YouTube
Sources
“Bruins Launch Digital Entertainment Network (DEN).” Bruins.NHL.com: News. 26 March 2012. http://bruins.nhl.com/club/news.htm?id=624162
Dennison, D.C. “Bruins Shoot for Digital Advantage with Network.” The Boston Globe. 26 March 2012. <http://articles.boston.com/2012-03-26/business/31241031_1_mobile-app-mobile-media-new-network>
Novak, Julie A. “Boston Bruins Engage Fans with New Social Hub.” Moving Target Media. 10 April 2012. <http://julieanovak.com/2012/04/10/boston-bruins-engage-fans-with-new-social-hub/>
Plutsky, Gordon. “Why the Boston Bruins Became a Media Brand.” King Fish Media: ThinkTank Blog. 28 March 2012. <http://www.kingfishmedia.com/ThinkTank/bid/84545/Why-the-Boston-Bruins-Became-a-Media-Brand>
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