Kukla's Korner

Canucks and Beyond

NHL Marketing Gone Awry

The Detroit Red Wings have a new holiday contest where fans submit and vote for their favorite home holiday display.  And here are the prizes to be distributed December 30th:

First Prize: 2 Delta Airlines tickets
Second Prize: 2 tickets to the Winter Classic
Third Prize: a Winter Classic authentic jersey.

Which sounds good until Joe Hass at Winging it in Motown breaks down the problems:

So let me get this right: The Red Wings are running a promotion that has nothing directly to do with the Red Wings (it’s not the best Red Wings holiday display, just the best holiday display), gives a non-Red Wings prize as first place, and awards as second prize something that requires the “winner” to figure out how to get 288 miles away 38 hours later to use it or lose it on a night in which any hotel in the region you’re going to will charge an exorbitant rate because it’s New Year’s Eve. And couldn’t you see someone winning first prize and going, “I’d rather have the game tickets?”

That, ladies and gentlemen, is quality marketing!

He’s right.  This is a mess and the only flawless aspect of this whole contest is the 3rd prize jersey—prizes 1 & 2 should have been combined.

Obviously every team has it’s marketing misfires (Vancouver has certainly taken its share of hits lately) but this Wings one is pretty trainwreckish. 

After all, is there anything sadder than the thought of a couple Wings fans winning those Classic tickets and unable to do anything with them?  Stuck in some seedy Detroit bar, watching the game and imagining what could have been…

I’d rather save that kind of fun for their pre-purchased and unnecessary Stanley Cup Finals tickets, after they get bumped out of the playoffs by Dallas or something.  (Now that would be fun.) 

But taunting them with Winter Classic tickets they almost certainly won’t be able to use?  That’s just plain mean.
*my thanks to Christy for the head’s up in my Twitter feed today.

Filed in: business of hockey, | Canucks and Beyond | Permalink
  Tags: marketing


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About Canucks and Beyond

Alanah McGinley has been blogging hockey since 2003 (with a notable gap in time through 2010, kicking it with new baby Lucy while living knee-deep in chaos while reading "parenting for complete idiots" during every spare minute) sharing opinions, rants and not-so-deep thoughts with anyone who will listen.

In addition to writing Canucks & Beyond and helping manage Kukla's Korner, Alanah was one of the founders and co-hosts of The Crazy Canucks Podcast. She has contributed pieces to FoxSports.com and the New York Times Slapshot blog, as well as other stray destinations in cyberspace.

So that's me. Who the hell are you? smile

Email: am@kuklaskorner.com

Alanah's Twitter: [@alanah1]