“Young people today don’t think hockey is for them, yet they gravitate toward entertainment that’s just as over the top,” Mojo strategy director Nitin Dua tells Muse. “They develop ‘God Complexes’ on TikTok, embrace maximalist brands, and watch shows like Euphoria. They want entertainment that is as extra as they are. We just had to bring the sport to them.”
Specifically, the work invites folks to watch the NHL on TNT (that’s B/R’s parent) and bids them to sample the Report’s “Open Ice” coverage connecting hockey to popular culture.
As such, the strategy echoes themes from NBA campaigns that tie game action to fashion, music and other facets of the broader zeitgeist.
“We took learnings from other leagues that success would come from finding opportunities to take the NHL’s personality out in the world,” says Dua. “Our goal wasn’t to try to do interesting stuff on the ice to get people into the sport. We had to find cultural intersections and take the sport to them.”
Led by director David Wilson, the team included some Easter eggs for hardcore fans, too. These include nods to the Philadelphia Flyers’ Gritty mascot (in the form of a custom-made coat) and the proclivity of Detroit Red Wings fans for tossing octopuses onto the ice (the bar food). In addition, pics of NHL on TNT hosts decorate the walls.
Along with the hero spot running across TV and digital, the push includes video OOH elements: