Tag: social media

Mission Control

Devils win “socially engaged brand” award by group that enjoys corporate buzz terms


When it comes to NHL social media, New Jersey is a budding Mark Zuckerberg.

Hyperbolic? Maybe. But today, the club announced it received a pair of Bulldog Awards — honoring the best in media relations campaigns — for Mission Control, a digital communications initiative located inside the Prudential Center.

More, from the Devils’ website:

A pro sports first, the Mission Control project features a Digital Command Center located inside the Prudential Center (@PruCenter), designed to more effectively manage, monitor, and measure the franchise’s online brand engagements. 

The center is fueled in part by the Devils Generals (@DevilsGenerals), a team of two-dozen socially-savvy fans who utilize Twitter, Facebook and other online channels hosted by the team/arena to extend the organization’s reach.

“So, can I watch this on the YouTubes?”
— My dad.

As mentioned, Mission Control captured two Bulldog Gold Awards: One in the Digitally/Socially Engaged Brand of the Year, and one for Best Use of Digital/Social in an Arts/Culture/Entertainment Campaign.

(And a bronze award for most aggressive backslash usage.)

“We fully embrace social media and recognize its importance in promoting our brand in a crowded entertainment marketplace,” said Richard Krezwick, the Predisdent of Devils Arena Entertainment.  “Being honored for our ‘Mission Control’ initiative by Bulldog Reporter is a great testament to the hard work our staff put into this program to make it the success it’s become.”

If you’re wondering what the Bulldog Report is all about, click here and enjoy the piece about setting quantifiable PR objectives. I know I will.

In closing, a quick word about Mission Control. The Devils’ ability to leverage social media could create a paradigm shift, but only if they capitalize on this innovative vertical market. That could result in positive momentum, especially if the Devils can synergize their brand functionality with evolving landscapes. The practical application of this growth industry is dynamic!

Also, user-centric.

Kirill Kabanov accepts your Facebook invitation to play pick-up hockey

Kirill Kabanov

New York Islanders prospect Kirill Kabanov is a player who has come with a lot of controversy since being drafted by the team in 2010. With a bit of a bad reputation but a world of talent, he was viewed as a player whose reputation and attitude could make him more of a headache for an organization than a helper.

Funny thing about Kabanov, however, is that it turns out he’s a pretty great kid as some Islanders fans got to find out last month courtesy of the most popular method of communication between people these days: Facebook.

New York Times Slap Shot’s Chris Botta tells the story about how Isles fan Shawn Shea asked his Facebook “friend” Kabanov to come on out to play some pick-up hockey with his friends in Massapequa and Kabanov, on a lark, took him up on it to create one hell of a story. It also goes to show that sometimes stories about a bad reputation can be changed by doing one extremely cool thing.

“One of the young players who showed up brought an extra pair of skates and Kirill put them on,” Shea said. “Supposedly it was his first time on rollerblades. His skill was amazing. He spent the whole night setting his teammates up. He got there at 8 and stayed until 10:30, when the people at the park told us it was long past time to shut out the lights.”

D’Andrea, the goalie, said: “I’ll really remember two generous things he did. Kirill passed up every chance to take a slap shot on me, possibly saving me a trip to the hospital. And when the game ended, he skated over to his goaltender, said she was the M.V.P. and gave her his hockey stick.”

The goalie was Elyssa Kaplan, a teenage Islanders fan from Dix Hills who read about the game of shinny on Facebook and asked her father for a ride to Massapequa.

“What a thrill it was for Elyssa,” Shea said. “What a night it was for all of us.”

What an incredible story to have and what a great, and very random thing to do this was for Kabanov. This story evokes the images of seeing Willie Mays playing stickball in the streets of Harlem with neighborhood kids back in the 1950s. Instead of stickball in the streets, it’s just a fun game of pick-up hockey on rollerblades.

Kabanov has a world of talent and while his reputation is a bit checkered, a story like this instantly makes him the kind of guy you want to root for to make it to the NHL. Seeing any pro athletes doing something like this is rare and to do so thank to a social media platform makes it even more impressive.

While many players won’t have anything to do with Facebook or Twitter to interact with fans, full marks for Kabanov for not just using it to keep in touch with fans but to interact with them in a very real and incredible way.

Ottawa Senators let fans pick their goal song, opens door to be trolled by rivals

Chad Kroeger, Nickelback

Seeing teams take advantage of social media to do fun things with their fans is great to see. More fan interaction is a good thing. The Ottawa Senators are trying to do something fun with their fans by letting anyone who “likes” their Facebook page get the chance to cast a vote for what they want to have the Senators use as the team’s goal song this season.

The Sens’ campaign was even done in a most honorable and open way. According to the site, here’s how they decided on picking the final five songs for fans to pick from to be their celebration song.

After receiving nearly 500 suggestions, we’ve narrowed it down to five. All five of these songs include a great chorus that fans can chant along to, and were among the top suggestions from fans. To choose the final goal song, we’ll take your votes into account, along with how the Sens Army reacts to the songs during the pre-season games.

Those five songs were mostly decent when it comes to the choices. Songs from The Black Keys (“Howling For You”), The White Stripes (a remix of “Seven Nation Army”), and Locksley (“The Whip”) were among the five finalists. The other two songs? Nickelback’s “Burn It To The Ground” and Britney Spears’ “Til The World Ends.” Uh oh.

Among those songs, The Black Keys’ tune is already being used by the Phoenix Coyotes as their goal song. Britney Spears and hockey? Perhaps the Sens are hoping to lure her to Ottawa to fill Carrie Underwood’s old seat at games.  Nickelback’s song used to be the Islanders’ goal song and is still used as the main theme on WWE’s Monday Night Raw. Nickelback is also pretty much universally reviled on the Internet.

In theory, it sounds like a great thing that opens things up to the fans to make a Senators goal at home a reason for everyone to celebrate with a song that will become iconic for the team and rally the fans into a frenzy. Of course, when it comes to the Internet things don’t always go according to plan and the Senators’ rivals from Toronto are stuffing the ballot box in favor of Nickelback.

It’s Internet trolling at its finest. Of course, Nickelback is a Canadian band and they’ve sold millions of albums worldwide so they’ve got that going for them, but hockey fans and Nickelback don’t seem to blend too well. Nickelback was invited to play the opening night kickoff event in Winnipeg which led Jets fans to petition the NHL to not send the band to their big party. Ouch.

While Leafs fans are doing a hilarious thing to rile up their rivals and make their home games more miserable, the joke might be on them as the Senators appear to be a team that’s going to struggle scoring goals at all this year. It’s a “damned if you do, damned if you don’t” thing for the Senators as their team is going to have a hard time scoring and goals will be at a premium but when they do, it appears they’ll be stuck listening to Nickelback unless more Senators fans swarm their Facebook page and take the power back.

This whole thing doesn’t take into account how this is a huge missed opportunity for fans to get Britney Spears to have a team’s goal song. Consider us as a part of Team Britney as long as we’re in the business of giving teams an embarrassing goal song.