Media marketing of NHL. (Blog 2)

Media marketing of NHL. (Blog 2)

- MyPlayoffsMoment.

 The NHL is really good at using media as their marketing tool for their fans. Most of all, figure 1 shows that the NHL fans can upload their video to support their favourite teams on NHL official website in MyPlayoffsMoment. The MyPlayoffsMoment is a social platform of HNL fans. Fans can upload any kind of video to cheer their team wherever and whenever. Also, the NHL uses some of those video made by fans when the NHL reports news. This media marketing is really nice as fan can upload the video easily and readily with their smartphone. Also, the NHL will use if there are some funny and interesting videos from their fans. 

Figure 1: MyPlayoffsMoment

Source: NHL (2016)

-Making interesting video through GoPro.

 The NHL uploads some interesting video on their official website. Figure 2 and video 1 show that the NHL provides some interesting and unique video through GoPro to their fans. After the NHL and GoPro renewed their partnership in 2016, the NHL uploaded 11 video series produced by GoPro about players’ stick skills. Fans could enjoy watching those amazing stick skills of players through GoPro.

Figure 2: providing interesting video through GoPro

Source:NFL (2016)

Video 1: providing interesting video through GoPro

Source: NFL (2016)

-Twitter Mirrors.

The NHL use Twitter Mirrors effectively. The use of Twitter Mirrors is very active and creative way of engaging their fan through media. During the playoff season, the figure 3 shows that the NHL provides live question-and answer sessions with some players to answer their fans’ question. Many fans want to talk with their favourite players and share their opinions with other fans.

 

Figure 3: question-and answer time with the NFL players

Source: no data (2016) 

-Result from EA sports, the NHL and fans.

 The EA sports which is a sports video game company has a partnership with the NHL. The NHL fans could vote for which player decorates the cover of the video game named NHL 17 though the NHL website. It was a really nice marketing to both EA sports and the NHL. Fans could engage the vote and had chance to support their favourite player.  

Figure 4: Fans' chance to choose cover design of the NHL 17

Source: NHL (2016)

-The NHL considers other things that are not related to their sports.

 The NHL does not only care about the match. The NHL works with the Edmonton Oilers and Edmonton Oilers Community Foundation (EOCF) to consider mental health of children. Through this activity, the NHL wants to break down the misconception of mental illness. Fans of the NHL can take a participate in the conversation and reveal their opinion through the NHL social media. This can lead their fans to understand what the mental illness is and think again about the mental health with experts and other NHL fans.

-Interesting part of the NHL news

 The NHL makes quite funny news by applying social media. They use some players’ funny videos on their social media. Many people use social media to get some information and watch funny contents. The figure 5 indicates that the NHL news satisfies both of critical news and funny videos of the players through media. People who watch the news about the sports can get useful news about the NHL and interesting pieces of social media stuffs.

Figure 5: NHL news broadcasts interesting news

Source: NHL (2017)

-Fans easily upload their opinion through social media (Twitter) and NHL website.

 The NHL official website has great things to show their fans’ opinions that wrote on the social media. When fans upload their opinion on NHL's Twitter, the NHL website brings their fans opinions to the NHL website directly. Therefore, fans can share and read other fans’ thought easily.

Figure 6: The NHL website is linked Twitter

Source: NFL (2017)

-Justification

 Westerbeek and Smith (2003) mention that most people will watch the sport event in their comfort house in the future. Therefore, developing media technology is important (Westerbeek & Smith, 2003). Also, subscribers of traditional media such as newspaper and radio change their way of getting sport information from traditional media to sport-related websites (Baker & Escherick, 2013). The sport industry has been influenced by the internet (Baker & Escherick, 2013). Also, the technology of media keeps on evolving and the development of media makes a strong bond between sport organisation and fans (Billings & Hardin, 2014). Sport media on the internet have some advantages (Baker & Escherick, 2013). For example, firstly, sport fans can access the internet to get some information about the sport whenever they want (Baker & Escherick, 2013). Secondly, sport fans can communicate with other fans (Baker & Escherick, 2013). Thirdly, fans are able to read and view real-time information from the internet (Baker & Escherick, 2013). Also, the development of the internet and world wide web can more international fans can participate in the sport events and that development makes it easy to share the information each other (Billings & Hardin, 2014). Fans can find many news related sports events made by sports organisations website (Baker & Escherick, 2013). Westerbeek & Smith, (2003) also mention that sport fans want to share their opinions about the sport events with other fans through the internet. Therefore, sport organisations need to have good internet source for increasing fan engagement. Social media can increase sport fans' experience and the local information can be spread all around the world quickly (Billings & Hardin, 2014). Also, the social media are able to enrich the relationship and interaction between fans and athletes (Billings & Hardin, 2014).

-Reference

Baker, R. E., &Esherick, C. (2013) Fundamentals of sport management. Human Kinetics.

Billings, A. C., & Hardin, M. (Eds). (2014). Routledge handbook of sport and new media. Routledge.

Fera, R. A. (2015) How the NHL scored big with #MyPlayoffsMoment social campaign. [online] Available: https://www.fastcocreate.com/3047620/how-the-nhl-scored-big-with-myplayoffmoments-social-campaign. [Last accessed 10th Mar 2017].

Jhaveri, H. (2016) NHL stars show off jaw-dropping skills in new GoPro video. [online] Available: http://ftw.usatoday.com/2016/01/nhl-gopro-hockey-skills-video. [Last accessed 10th Mar 2017].

NHL. (2016) MyPlayoffsMoment. [online] Available: https://www.nhl.com/video/search/program/myPlayoffsMoment?partnerId=ed-10294267-873959853. [Last accessed 9th Mar 2017].

NHL. (2016) EA SPORTS NHL17 cover vote has begun. [online] Available: https://www.nhl.com/news/nhl-17-ea-sports-cover-vote-begins-today/c-280478246. [Last accessed 9th Mar 2017].

NHL. (2016) GoPro NHL after Dark episode 2. [online] Available: https://www.nhl.com/video/gopro-nhl-after-dark-episode-2/t-277350912/c-40995103. [Last accessed 9th Mar 2017].

Oilers Foundation. (2017) Oilers Foundation supports mental health awareness. [online] Available: https://www.nhl.com/oilers/news/oilers-foundation-supports-mental-health-awareness/c-287533038. [Last accessed 10th Mar 2017].

NHL. (2017) NHL Now: Checking in. [online] Available: https://www.nhl.com/video/nhl-now-checking-in/t-277350912/c-49898503. Last accessed 9th Mar 2017.

No data. (2016) Raising a Cup to 5 Great NHL Social Media Activations. [online] Available: http://www.adweek.com/digital/michael-dilorenzo-rebel-ventures-guest-post-five-great-nhl-social-media-activations/. [Last accessed 9th Mar 2017].

Westerbeek, H., & Smith, A. (2003) Sport business in the global marketplace. Palgrave Macmillan.