Content, Digital, Social Influence, Work //

Boston Bruins: Changing the rules of hockey and how to advertise it

Posted by Mullen on 06/04/09
tags: , ,
Boston Bruins: Hockey Rules 1 of 4

Boston Bruins: Hockey Rules 1 of 4

Challenge: Inspire fans to get excited about the team and feel part of the community

Solution: Don’t sell the Bruins, show that the Bruins understand the passion of their fans

True, it’s not the hardest thing in the world to sell a sports team to the fans who already love it. But to do so with hardly any money and virtually no media budget does take some creative thinking. So we invented a character (or more accurately found a way to personify the team’s name), conceived a tagline (Bruins Hockey Rules), and then asked our fans to do the work on our behalf. Within a matter of a day, the campaign had over 300,000 views on YouTube and by the end of the first two weeks, the videos portraying the “rules of Bruins hockey,” had been played over a million times.

If you want to know more about how we spread the love, check out So, you want to make a viral video?

Boston Bruins: Hockey Rules - Finger Point

Boston Bruins: Hockey Rules - Finger Point

Boston Bruins: Hockey Rules - Canada

Boston Bruins: Hockey Rules - Canada

Boston Bruins: Hockey Rules - Never Tuck your Jersey

Boston Bruins: Hockey Rules - Never Tuck your Jersey

  • mad man

    seriously?

  • mad man

    seriously?

  • Bruins Rule

    Thank you for these commercials!

    I have watched them a million times with my boys. We love them all.

    Please make some more!

  • http://www.timgray.com/ Tim Gray

    Very witty. Crisp and clean!! Captures the intensity of a Bruins fan !!

  • David Overton

    I would have hired more extras for some of these video spots. Why have an empty area if you're looking for MORE people?

  • outtolunch100

    Nothing but the Best !……..Great minds at work….
    Very family oriented…..

  • cmacdonald

    I wonder if an ad “Go the extra mile for your team” would work…? Female fan, in Bruins gear, stands in front of the bear then gets our her passport. Cuts to close up of the passport (preferably european…), add in the tag line then end it with the fan giving the bear a bear hug.

    Would I volunteer…? Hell yes; I'd even pay for my own flights!!!

  • cmacdonald

    I adore these ads! here's an idea for ya… Bear and female fan (dressed in Bruins hat, shirt etc) standing in corridor at the Garden. Camera cuts to shots of each. Then the girl gets her passport out. Camera slose-up on (preferably european) passport. Caption reads: “Go the extra miles for your team”. Cue Bruins Hockey Rules animation. End ad with fan sharing a 'bear hug' with the bear.

    Would I volunteer? Yup. I'd even pay for my own flights….. Keep on making these ads! They're wicked!!

  • cmacdonald

    I wonder if an ad “Go the extra mile for your team” would work…? Female fan, in Bruins gear, stands in front of the bear then gets our her passport. Cuts to close up of the passport (preferably european…), add in the tag line then end it with the fan giving the bear a bear hug.

    Would I volunteer…? Hell yes; I'd even pay for my own flights!!!

  • cmacdonald

    I adore these ads! here's an idea for ya… Bear and female fan (dressed in Bruins hat, shirt etc) standing in corridor at the Garden. Camera cuts to shots of each. Then the girl gets her passport out. Camera slose-up on (preferably european) passport. Caption reads: “Go the extra miles for your team”. Cue Bruins Hockey Rules animation. End ad with fan sharing a 'bear hug' with the bear.

    Would I volunteer? Yup. I'd even pay for my own flights….. Keep on making these ads! They're wicked!!

  • Rupert

    If you go on youtube to watch these you will see fans of other teams commenting on how the Bruins have the best advertising in the NHL by a long shot. People love the bear!

  • Sean Cunningham

     This bear needs to replace Blades … he is hilarious … i love his fixed expression and his bad attitude

Switch to mobile version