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.