Canucks and Beyond
Entries with the tag: advertising
I’ve been thinking a lot about the NHL’s advertising power since the playoffs, having experienced first-hand the domino effect of Vancouver’s massive marketing machine. And not even just their marketing, but the trickle-down effect of having so many people willing to market your brand for you. Aside from the thousands of jerseys everywhere, there’s also everything from the Canucks Drink Special of the Day at every yuppie bar, to the street musicians doing their own turn at Canucks anthems. And a thousand things in between. So many people taking their little—or massive—cut of the action.
As someone who doesn’t get to attend games very often, I remember the first time I saw an arena blimp advertisement: that giant aluminum-wrapped phallus that is the Chipotle Blimp. At the time I’ll confess to having no idea what the hell a “chipotle” even was, and my imagination ran amok with the idea that someone had decided that floating this giant, hot-air-filled, mid-life crisis was a good idea inside a hockey arena. (Although it is kind of awesome.)
It was also the first time I’d seriously considered the extents to which marketing in sports arenas could go to. A blimp is pretty conventional, but the landscape of other revenue-generating surfaces seems virtually endless.
A press release from the LA Kings today noted this:
I.C.G., the leader in wireless digital signage solutions, today announced that they have deployed a wireless digital dasher board for the Los Angeles Kings 2008-09 season at STAPLES Center, replacing a section of traditional steel and plastic dasher board that surrounds the playing surface.
Unfamiliar with this technology, I contacted Will Geoghegan, the director of marketing at ICG, and he was good enough to email me back more details and some photos: