The National Hockey League Players’ Association (NHLPA) has introduced a new marketing partnership with technology company Research in Motion (RIM) that represents one of the players’ first forays into consumer marketing.
The new “NHLPA Players’ PlayBook” program features off-ice video shot by five NHLPA members, including the Toronto Maple Leafs’ Joffrey Lupul and the Philadelphia Flyers’ Scott Hartnell, using a new BlackBerry PlayBook tablet.
The 90-second videos are updated daily at a dedicated website, and will also be available through the NHLPA’s Facebook, YouTube and Tumblr pages.
The players were selected from among the NHLPA’s approximately 750 members based on their technical acumen and personalities, said Colin Campbell, director of corporate sponsorships for the NHLPA.
Created in-house, the program represents the NHLPA’s new commitment to consumer marketing under the leadership of executive director Donald Fehr, who joined the organization in late 2010.
“He’s given us an opportunity to really connect the players with our corporate partners and with fans of the game in more creative ways,” said Campbell. “Rather than being passive, we’re looking at opportunities where the players can help connect consumers back to our corporate partners.”
The NHLP had previously partnered with Allstate Insurance on a mentorship program, but the partnership with RIM – which has been in development for almost four months – represents the first digital initiative.
“We’re working with our other partners about continuing to be more dynamic in providing marketing opportunities with the players,” said Campbell.
While the program showcases RIM’s new PlayBook tablet, Campbell said that the benefit for the NHLPA is that it helps humanize its members. “Fans see the players in their helmets and jerseys and then they get on the bus or plane and travel to the next city for the next game,” said Campbell. “There’s not a lot of personal interaction with these players. This is an opportunity for fans to see these players without their equipment and doing interesting things.”
The collective bargaining agreement between the NHL and the NHLPA expires in September, but Campbell dismissed suggestions that the marketing program is intended to put the association’s members in a positive light ahead of potentially rancorous contract negotiations.
“I wouldn’t go as far as to say in the event of a league shutdown that the program was ever created for that purpose,” said Campbell. “It was created to allow fans and our partners to see that the players off the ice are interesting characters and contribute a lot to their communities. Above and beyond the hectic schedule, the physical demands and the injuries, it’s a tough life – we wanted to show players doing things far and beyond what people have come to expect. It was really created for that messaging. It’s not a CBA-related activity at all.”
The website was created by Mississauga, Ont.-based interactive agency Digiflare, while Fifth Ground Entertainment (Rent-a-Goalie) oversaw the video production.
