NATIONAL HOCKEY LEAGUE
The NHL's Boston Bruins have been on the hearts and minds of hockey fans in New England since 1924. The black and gold spoked "B" personifies the attitude and true grit of its most loyal fans forging a unique bond to the team that has lasted for generations.
2009 Playoff Pre-Game Video
The Boston Bruins "in-game experience" marketing team approached Chameleon DG to produce an emotional pre-game video designed to ignite the capacity crowd in the TD Garden prior to the 2009 playoffs. The challenge was to combine elements from the highly successful Season Tickets video (see below), adding in additional fan and highlight footage. The result is a powerfully edited, four minute collection of hard hitting Bruins hockey action, in combination with a custom motion graphics package, set to a re-mixed version of AC/DC's rock anthem Thunderstruck. This HDX High Definition video really set the tone and got fans out of their seats amped up and ready for the Boston Bruins to take the ice for each 2009 playoff home game.
Season Ticket Video Microsite
The Boston Bruins called upon Chameleon DG to produce a viral, emotional online video/eBrochure capitalizing on this year's teams success after a few down seasons in years past. The goal in this marketing effort was to capture the momentum and hard hitting action of this historic season and pass it along to the fans of the Bruins in a compelling way. "WE WANT IT AS BAD AS YOU", the teams battle cry for this season, unifies the team's loyalty to its fans. The creative strategy of this campaign features a collection of exciting Bruins hockey video highlights, creatively edited with a custom graphics package and epic audio score that captures the true emotion of this amazing season. The mini-site also featured interactive links highlighting playoff packages and season ticket renewal options. Initial market testing produced extremely positive reactions that were synonymous with the marketing objective. "WHERE DO I SIGN UP" is a phrase we heard most often reinforcing the fact that the video struck an emotional chord with most fans.
The video was launched to the public and the initial reaction was unprecedented. Within 36 hours there was an 18% increase in sales with that percentage rising as the days went on. This campaign was so successful, Chameleon DG was asked to provide custom video packages for each sales rep to use as unique sales tool. The Bruins are expecting to have a waiting list to purchase season tickets, the first time in over 15 years.
SERVICES PROVIDED:
:: Creative Concepting
:: Design
:: Video Editing
:: Motion Graphics
:: Audio Production
:: Flash interactive
:: Microsite Development
