The National Hockey League (NHL) is leveraging social media, original content, and bleeding-edge technology like virtual reality (VR) as it tries to stay ahead of evolving consumer needs.
In the comparatively recent past, the main tasks facing a skates-and-slapshots marketer were encouraging fans to buy rink-side tickets and picking the right partner as broadcasters faced off in the battle for eyeballs in the living room.
With today’s hockey enthusiasts spending more time than ever viewing (and sharing) content on digital platforms, the old rules have changed. And that has led Heidi Browning, the NHL’s chief marketing officer, to develop a...