The day the world changed…
June 23, 2017 is a night all Devils fans will never forget. With a 5% chance of winning, Jersey took home the 1st overall pick. And, in getting that pick, began the adventure of telling the story to our fans.
Telling this story was only possible through the collaboration/access granted from Hockey Operations and in coordination with Marketing, PR, Social Media and Creative. Our goal: coming out of a losing season, how can we leverage this to change the way people are talking about the team and create hope/hype in the off-season.
While the storytelling culminated in our content series Journey to One, the true planning and hype started months prior in a planned content strategy that spanned multiple key moments in the off-season.
Episode 1 - https://www.youtube.com/watch?v=_0O_ZvqmZns
Episode 2 - https://www.youtube.com/watch?v=Td4An53d65A
Episode 3 - https://www.youtube.com/watch?v=8ZptxfNwqsk
Episode 4 - https://www.youtube.com/watch?v=BWszBb7UpFs
From Draft to Devil
It begins with HOPE. To create hope, we wanted to tell the draft stories of our impact players that have changed the franchise. For this reason we created the mini-series "From Draft to Devil."
The combine was the next milestone to generate more buzz around the pick. Our goal was to get into the heads of the people making the decisions and give fans a look into the process of making the selection. Our team of cameras followed everyone in Buffalo at the combine and told the story as it unfolded with our sideline report.
Ray Shero - https://www.nhl.com/devils/video/ray-shero-at-nhl-scouting-combine/c-52101903
Paul Castron - https://www.nhl.com/devils/video/paul-castron-at-the-nhl-combine/c-52106803
Aimee Kimball - https://www.nhl.com/devils/video/get-to-know-dr-aimee-kimball/t-277437418/c-52116903
How do you coordinate one of the most important days in franchise history, while also coordinating a KCON concert at the area, and a draft party next to the arena. All events happening at the same time and staff is limited.
Planning. Knowing the storm was looming, we coordinated all teams on coverage and expected deliverables. the end result was a world class draft party sponsored by Budweiser, an amazing concert featuring a social media takeover by an influencer and live coverage from the Draft being broadcast back to fans.
After being selected, we planned a media storm for Nico Hischier. The goal was to make sure that everyone in the tri-state area knew the #1 pick had arrived in Jersey.