Kukla's Korner

Kukla's Korner Hockey

“This” Is Really, Really Intelligent Marketing

from NHL.com: finally, the NHL pitches its players!
The National Hockey League has produced more than 30 player features and TV promos designed to give hockey fans a glimpse into the lives and personalities of their favorite NHL players, including Pittsburgh Penguins center Sidney Crosby, Washington Capitals left wing Alexander Ovechkin, San Jose Sharks center Joe Thornton and Dallas Stars goaltender Marty Turco. The features and promos, produced by NHL Productions, currently are airing during game telecasts on VERSUS, TSN, CBC, the NHL Network and local affiliates and in-arena. In three-minute television features, NHL players are shown at home with their families, enjoying their favorite hobbies and participating in community and charitable programs. "NHL players are exceptional athletes," said Ed Horne, President, NHL Enterprises. "But they are also surfers, cooks and dads and that is the purpose of these features -- to show how our players live their lives off the ice."

As Paul noted last week, similar commercials have trickled onto the airwaves…

A series of 30-second TV spots offer fans another peek into the lives of NHL players, but with comic twist. In the “Just Like You And Me” spots that recently debuted, Thornton and Tampa Bay Lightning forwards Vincent Lecavalier and Brad Richards are shown going about their daily activities just like “you and me” - - with the caveat that they also are really good at hockey. In one ad, Thornton is seen struggling to butter his toast. In another promo, Lecavalier and Richards are shown fighting over a video game.

Hockey fans have always stated that their favourite players are, by and large, down-to-earth people.  The NHL’s decision to finally tap its most renewable resource represents a forward-thinking approach that’s an order of magnitude apart from the nameless, faceless, “My NHL” campaign. 
Kudos to the NHL and PA for getting their acts together by working with one another!

take a peek

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About Kukla's Korner Hockey

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.

From breaking news to in-depth stories around the league, KK Hockey is updated with fresh stories all day long and will bring you the latest news as quickly as possible.

Email Paul anytime at pk@kuklaskorner.com