LA Kings Player Spotlight Content

highlighting player personalities through social and in-arena content strategy

The APPROACH

Create sharable content celebrating the design NHL rookie player, Akil Thomas, produced for the warm-up jerseys worn by the LA Kings during their Black History Month Celebration. We approached the interview with the goal to talk about the importance of creativity that athletes embody on and off ice. This aligned with the goal of the LA Kings to share a message of passion with our fans as we celebrated the many unique black voices who contribute to the organisation.

My Role

• Player liaison

• Interview coordinator

• Production director

• Diversity Program direction

• Live event media strategy

The Results

• The jerseys sales generated $10K+ for the Kings Care Foundation

• The content generated positive conversation in the digital community about the celebration and also Akil’s story

The approach

Identify ways to get players to open up and create content that can be used on multiple platforms where fans engage with them. We wanted to better utilise our time on Media Day with players who lack media training but are dynamic in their interests and how they engage with the hockey fans and community.

My Role

• Creative director

• Concept development

• Production director

• Media Day strategist / planner 

The Results 

• Increased player engagement on social media with reposts

• Increased player awareness noted in jersey sales and customization requests following content releases of select players