“We feel things like the image campaign and tune-in spots really cover the core fan, while we’re trying to evangelize a little bit broadly into more of a casual fan as well,” Romaine said.
“Digital and social is a key component of the media mix for us,” added Hall. “It’s critical to expand reach, to reach younger audiences and to reach audiences who may not already be on the linear networks and platforms that we’re advertising on.”
WBD is already planning potential offshoots for the Gordo St. John campaign, including a blooper or outtake reel, limited-run merchandise and other ways to popularize the character.
Further marketing efforts
In addition to the campaign with Harbour, WBD is launching a Stanley Cup-themed mini-social series on House of Highlights and B/R National for broader sports fans, and teamed up with current pro female hockey player Reagan Rust of the Metropolitan Riveters for social recaps and explainers.
The group is also supporting NHL initiatives like a bracket challenge with a Beat Gretzky league where fans can make their picks against the hockey legend, and the Stanley Cup Tour, which will see the Cup visit the B/R HQ for content and more.
Outside of WBD, the NHL also launched a playoff campaign on Monday in partnership with agency Highdive. The three spots premiered nationally Monday night across the ESPN networks and will run Tuesday night on TBS.