EXPERIENTIAL // LIVE EVENT ACTIVATION // INFLUENCER MARKETING
LA Kings // Hockey Night in LA
YEAR: Launched 2021
Project overview
Our internal ‘best practice’ to make someone a hockey fan? Bring them to one game. We wanted to bring in micro- and macro- influential voices that we could get our community excited about hockey and share their authentic experience attending games.
The challenge
Hockey season competes with a ton of entertainment real estate in Los Angeles. Saturday night ticket sales needed a boost and our broadcast partner, Fox Sports, was looking for more engaging programming to include in game coverage.
My role
Creative Director - partnering with our COO on concept development to live event execution. We started with a pitch to create partnership buy-in and multiple briefs to ensure a cohesive concept was realized across creative, production, in-arena, and broadcast.
The solution
By creating an immersive “can’t be missed” Saturday program unique to each game, we were able to attract major star power from macro- and micro- voices in LA to join the party and prove the best Saturday nights are spent in Crypto.com arena with Kings.
hero film
The hero film was used to promote the night after our inaugural launch season. It was aired on local broadcast with audio cut-downs for iHeart radio and social edits released across LA Kings and partnership channels.
visual identity
The campaign identity featured a dynamic type system that fractured and reformed—symbolizing the breaking and rebuilding that defines athletic resilience.
In-arena graphic package
Broadcast transition graphics
broadcast segments
Each Saturday welcomed a new guest to be featured on broadcast and participate in live game activations such as puck drop. Performers such as Snoop Dogg came by to DJ warm-ups and read the line-up to the team while comedian Will Ferrel reprised his Ron Burgundy character to provide live commentary with our broadcast partners.
campaign results
Recognized by NHL as best-in-class Marketing execution expanding the game of hockey
‘Hockey Night in LA’ has been replicated at various teams in the NHL since launch and adopted by ESPN+
Saturday game ticket sales increased by 17% compared to the season prior
The success of the event lead to the launch of a VIP influencer strategy program brought to life during Play-offs