The NHL’s official hair salon sponsor Great Clips launched a new Canadian and US campaign – based around an interactive microsite with interactive quizzes, memes, trivia linked to digital-first content – to celebrating hair across the league featuring hockey hair-themed memes, interactive quizzes and trivia.
From late February through to 21 March, fans are inventivised to take an eight-question personality quiz on the site to have a chance to win a range of prizes from NHL game tickets and free haircuts, to gift codes for NHLShop.com and a grand prize winner (to be chosen in April) of a 12-person suite to the 2022/23 NHL regular season game of the winner’s choice.
The questions range from ‘pick a pasta that looks like your hair’ and ‘pick the hockey equipment that’s shared like your face’ and each participant’s answers determining what type of hockey hair style suits their personality: the Basic Bro, the Classic Flow, the Fresh Fade, the Mega Mullet, the Shaggy Salad or the Smooth Slickback.
A second quiz set will go live on 5 April and will give fans a chance to learn which past icon or current hockey player they are: which options including Henrik Lundqvist, Teemu Selanne, PK Subban and Mats Zuccarello.
To promote the activation, Great Clips teamed up with the NHLPA and a trio of NHL All-Stars – Johnny Gaudreau (Calgary Flames), Claude Giroux (Philadelphia Flyers) and Jordan Kyrou (St Louis Blues) to take the first quiz and to draw and re-create popular hockey hair styles on a large drawing board.
The campaign spans Great Clips salons, live game broadcast promos on NHL Network and across the NHL, NHLPA and NHL Alumni Association social media channels, plus on the brand’s own platforms (including Instagram, Twitter and Facebook).
We're teaming up with the @NHL to help you unlock your #hockeyhair style! Take the quiz to discover which style you should rock and for a chance to win a night in an NHL suite with 11 friends. https://t.co/gTGUTuTwcK @nhlpa @nhlalumni
NoPurchNec pic.twitter.com/cnt4jOGsth— Great Clips (@GreatClips) March 1, 2022
A ‘Legendhairy Lineup’ strand embraces and celebrates the best #HockeyHair styles from across the NHL and from late February through to 10 May fans can visit www.NHL.com/HockeyHair and build a weekly fantasy lineup of six NHL players who best represent the week’s distinct hairstyle category. Again, fans entering weekly lineups will be entered into a competition to win prizes ranging from free haircuts for a year to the grand prize VIP package at June’s NHL Awards.
The two month initiatives introduces a new style category each week including Best Flow, Basic Bros, Slickback Salads, Top Fades, High and Tights, Mullet Magic, Mane Men and All-Time Greats. Each week, fans are encouraged to submit their new ‘Legendhairy Lineup’ and also to share their picks on social media using #HockeyHair.
The campaign will continue with television commercials running during the upcoming Stanley Cup Playoffs (in May and June) which are fronted by Kirill Kaprizov (Minnesota Wild) and Ryan O’Reilly (St Louis Blues).
“Hockey hair continues to be a popular and hotly debated topic of conversation across NHL circles, from the players to the fans,” said Great Clips VP of Marketing and Communications Lisa Hake. “Through this new microsite and interactive experience, we’re giving fans more ways to become part of the hockey hair conversation, while having the chance to win great prizes that will bring them closer to their favorite players and teams. We are excited to offer hockey fans a fun new way to celebrate and even debate the unique haircuts that dominate the NHL.”
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The hair salon chain, penned a multiyear partnership with the NHL, the NHL Players Association and the NHL Alumni Association back in April 2019 which saw it gain rights and exposure linked to Stanley Cup Playoffs games and tentpole events such as NHL All-Star Weekend, the NHL Winter Classic, the NHL Stadium Series and the NHL Gaming World Championship.
This isn’t the brand’s only recent sports-led marketing push, last March it ran a partner #HairRaisingMoments activation around the NCAA March Madness college basketball tournament.
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