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

May 14th, 2010 by Matt Hutter Leave a reply »
"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 Bobby didn't fly?'. We said there's something very special here and wanted to do it."

After the original Bobby Orr spot aired, the NHL created several other pieces that centered on iconic moments in NHL history provided by Hall of Fame players such as Patrick Roy, Steve Yzerman, and Ray Bourque.

However, the intention behind ...

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