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