Stitched New Tillman White Pat 42 Jersey College Devils Sun
Touching fans with the most iconic trophy in sports.
The Stanley Cup’s 125th anniversary was on the horizon, and the NHL was committed to doing something special to celebrate. It wanted inspiring films to play before the playoffs, and also to give fans a unique experience as a way to thank them for so many years of loyal fandom.
HowWe Did ItThe solution.
We invited a group of Pittsburgh Penguins season ticket holders to an exclusive VR experience. With the goggles on, they could view historical Stanley Cup footage in a 360-degree environment. What they did not know was that while they were inside the VR world, we brought in the real Stanley Cup to surprise them once they stepped back into the real world. The reactions were priceless.
broadcast : experiential : VR : social : 360 video
R&R also developed two broadcast spots, which ran during the run-up to the playoffs. We also shared an anthemic film on Facebook to the delight of the league’s 4 million-plus followers. The core of the story? A celebration of a “perfectly imperfect” trophy, the Stanley Cup, told from the perspective of the Cup itself.
Within weeks of launch, earned media coverage of the campaign has been tremendous with 131 media outlets across the U.S. and Canada carrying the story. So far, the activation video has received more than 100,000 organic views.
Stitched New Tillman White Pat 42 Jersey College Devils Organic Views
Body (Colors): 100% Pro-Brite nylon Body (White): 100% Pro-Brite polyester Side Panels/Collar/Cuffs: 100% lycratalic spandex dazzle Engineered Stripe Collar and Cuffs (specific to team): 100% polyester Stitched number on the chest, back and sleeves Individual twill or dazzle letters for the player name College Equipment patch sewn on the bottom of the front collar or fabric insert College Equipment jock tag with numeric sizing is applied to the lower left bottom of the jersey logo Stitched on each sleeve Decorated in the team colors
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