National Hockey League (NHL) partner MassMutual activated its tie-up during the 2023 NHL Winter Classic through a campaign called ‘On And Off The Ice’ starring Boston Bruins defenseman Charlie McAvoy and his father.
The campaign, which was created in collaboration with full service agency Giant Spoon, aimed to drive contextual relevance in the company’s home market of Boston and add sporting experiences to its traditional marketing mix of ad placements and television commercials.
The campaign was led by a hero spot which premiered on 2 January during the 2023 Discover NHL Winter Classic (which saw the Bruins host the Pittsburgh Penguins at MLB’s Boston Red Sox famous home ground Fenway Park) and was teased across the company’s social platforms ahead of the game from 20 December.
One of the Boston team’s rising stars, McAvoy uses the commercial to demonstrate how he didn’t get to the pros alone, but rather was supported along the way by his family – particularly his dad. Indeed, according to the ad, “the McAvoys understand what it means to look out for those you love – on and off the ice”, while “MassMutual helps protect those who matter most to you”.
“Since the beginning, MassMutual has stood for interdependence. Through sports, we have the ability to celebrate the moments when people rely on each other, both on a team and with those around them who supported them,” explained MassMutual Chief Marketing officer Jenn Hallrona. “Charlie’s story and relationship with his father is a demonstration of what it means to have this type of unwavering support, which leads to success in sport and in life.”
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This follows MassMutual’s previous recent NHL activations which have included October 2022’s ‘Baby Skates‘ and 2021’s ‘Duos‘.
MassMutual is just one of several partners and sponsors to activate around the 2023 NHL Winter Classic game and its associated two-day festival experience at the Boston City Hall Plaza: others included BioSteel, Caterpillar, DraftKings, Extreme Networks, Fanatics, Fastenal/MCR Safety, Great Clips, Honda. The NHL and the NHLPA, Truly hard Selzer, Upper Deck and Horizon.
BioSteel enabled fans to show off their best move at the #BioSteelNextGenMove Mini Rink (and hydrate with samples of BioSteel) and those who create and capture their signature move and share it via social platforms will have the chance to win BioSteel for one month for themselves and 19 of their teammates.
Caterpillar gave fans a chance to shoot the puck for prizes and learn about the company’s equipment and services.
Title sponsor Discover challenged fans to play one another on a 12-foot-by-24-foot air hockey table, to check out game-linked memorabilia and premium items in a 20-foot 2023 Discover NHL Winter Classic drop trailer and pose for photos on Discover’s ice throne.
DraftKings built a branded chalet where fans (aged 21 and older) could share a beer with NHL alumni.
Extreme Networks offered fans a chance to test their skills at an ‘Accuracy Challenge’, Fastenal/MCR Safety gave hickey fans a chance to play ‘cornhole’ and win free safety gear, while Great Clips invited visitors to test their stick skills by shooting pucks into a stacked washer and dryer unit.
Honda (the NHL’s official automotive partner in the USA) displayed a fleet of vehicles at Boston City Hall for fans to check out and let visitors try their luck at the ‘Honda Puck Drop’ game or show off their hockey skills with ‘Goalie Power Play’ to win prizes. While Truly Hard Seltzer offered fans aged 21 and older a chance to face off in bubble hockey games, take pictures in the interactive photo booth or enjoy the views from the rooftop deck. Verizon’s branded space enabled visitors to play digital game ‘Scan, Play, Score’ which also educated them about the company’s products and services and giving them the chance to win prizes.
Fanatics promoted ‘Discover NHL Winter Classic’ apparel and products available for purchase at the ‘NHL Official Merchandise Shop: A Fanatics Experience’, while Upper Deck (the league’s exclusive trading card partner) created personalised 2023 NHL Winter Classic trading cards for fans.
While the host team – the Boston Bruins – challenged fans to compete in team trivia, to get their faces painted and to meet members of the Boston Pride for autographs and photos.
The league itself rolled out a series of initiatives: the NHL Fan Access App featured maps, the opportunity to win prizes, schedules and virtual assistant called ‘Ask Stanley’, the Stanley Cup itself was available for fan photo opportunities and the NHL Network challenged fans to test their shooting skills with a target inflatable.
While the NHL and the Players Association continued it joint ‘Hockey Fights Cancer’ initiative to support official charity partners the American Cancer Society and the Canadian Cancer Society.
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