Kukla's Korner Hockey
by Paul on 04/02/07 at 11:26 AM ET
via Sports Business Journal,
The NHL today is expected to unveil “Quest for the Cup,” a digital marketing campaign “aimed at boosting the league’s national profile and TV viewership” during the Stanley Cup Playoffs. Fans can participate in “an Internet-based treasure hunt” to collect trading cards and accumulate points by entering codes seen during playoff telecasts, among other elements. Winners will receive NHL merchandise, with the grand prize being a trip to the league’s season-opening games in London this fall
I will have more information on this campaign when it is released.
added 6:38pm, NEW YORK (April 2, 2007) – The National Hockey League (NHL), today announced the launch of a fan-focused, digital playoff game titled Quest for the Cup. From April 2 through the last game in the Stanley Cup Final, fans around the world can register to participate in their own playoff quest that will send them on a digital treasure hunt for virtual playoff cards on NHL.com. The virtual playoff cards are worth varying amounts of points, which fans accumulate towards earning the Grand Prize-a trip for two to next year’s NHL season-opening games, NHL Premiere London 2007, between the Los Angeles Kings and Anaheim Ducks. Other prizes include signed authentic NHL jerseys and gift certificates from shop.nhl.com.
Quest For The Cup participants earn points through several integrated media touch points such as watch-and-win on NHL broadcasts, SMS messaging on wireless carriers, visits to designated partner websites and digital treasure hunts.
NHL broadcast partners NBC (U.S.) VERSUS (U.S.), TSN (Canada), NHL Network (Canada) and NASN (Europe) have partnered with the NHL to deliver a comprehensive and global presence for Quest For The Cup. Each broadcast partner will provide watch-and-win opportunities on their NHL playoff broadcasts as well as daily online opportunities to compete in this digital fan promotion. Listen-and-win opportunities will be available through NHL partners Westwood One, Sirius and XM Radio.
NHL wireless partners Verizon Wireless (US) and Bell Canada will invite their customers to participate in the Quest For The Cup program through SMS messaging on Verizon Wireless and Bell cell phones. In addition, Verizon Wireless will promote exclusive NHL content and NHL playoff game highlights on the V CAST platform. Bell Canada will further promote Quest For The Cup on-line via Sympatico.MSN.ca, the official portal of the NHL in Canada.
“Quest For The Cup is another NHL initiative that will take advantage of the fact that our fans are extremely tech-savvy and will engage them on multiple levels throughout the Stanley Cup Playoffs,” said Ed Horne, President, NHL Enterprises. “We have had a tremendous response in our testing of this project and expect significant interest from hockey fans.”
Digital Allegiance has provided the technology for Quest For The Cup by using its proprietary multi-platform technology called Albooms™. Albooms™ is an online multi-player game and marketing tool, which uses digital trading cards and other interactive layouts to create customized loyalty-driven promotions.
While all fans worldwide may register and play, only fans in the United States, Canada and other select countries are eligible to win prizes. See the Official Rules for more details. For a full list of instructions and rules regarding Quest for the Cup, please go to www.questforthecup.nhl.com.
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Paul Kukla founded Kukla’s Korner in 2005 and the site has since become the must-read site on the ‘net for all the latest happenings around the NHL.
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