NHL Says “What If…” Campaign All About Engaging Fans, and It’s Working

Posted: 14th May 2010 by Matt Hutter in NHL
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"What if Bobby didn't fly?" That was the first of several "what if..." questions posed using the NHL's newest ad campaign that began at the beginning of the NHL playoffs. In an interview with Bleacher Report on Friday, NHL Executive VP of Marketing Brian Jennings said that in creating the first spot using Bobby Orr's iconic "flight" after scoring the Cup winning goal in the 1969-70 Stanley Cup Finals, the league knew it had something special. "This year what we wanted to do was wrap the central theme of this campaign in and around these most iconic moments in sports history", Jennings explained. "The Bobby Orr spot really kind of kicked it off for us and we felt a little bit of magic in the room with the thought of Bobby flying through the air backwards and evoking that question, 'What if ...

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