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Leah Brady
Bruins.nhl.com
“The Boston Bruins are launching
an ambitious effort to bundle all of
their digital, mobile, and social
online assets under one umbrella
brand, so the team and its fans
will more easily tweet, friend, and
pin each other.”
–D.C. Denison, The Boston
Globe
Digital Entertainment Network
(DEN)
Mobile App
TumblrBruins.com
Pinterest
Instagram
Google+
Facebook
Twitter
“”The DEN is a dream come
true. The opportunity also is
ripe for the team to build
relationships with sponsors
and boost Proshop and ticket
sales.”
-Julie A. Novak, julieanovak.com
YouTube
More than 1.1
million fans.
Direct link to team
Instagram Feed.
Boston Bruins Fantasy
Challenge Game.
Photos and
Videos
Facebook
Facebook.com/NHLBruins
•Over 180,000 Followers.
•Fan initiatives, promotions,
giveaways, contests, and videos
tweeted regularly.
•Team makes official
announcements and updates
through twitter page.
•Bruins-related news, on and off
the ice (including game updates).
Twitter
Twitter.com/NHLBruins
•Instant alerts for breaking news.
•Team schedules, stats,
exclusive videos, ability to
purchase Bruins tickets from
mobile device.
•Three major platforms: iPhone,
Blackberry, and Android.
•Provides users with live, real-
time stats during games.
Mobile App
Itunes.com/boston-bruins-official-mobile
“World’s Most Pinteresting Bear:”
posts his favorite pictures of the
team and exclusive behind-the-
scenes photos.
Pinterest
Pinterest.com/NHLBruins
“The Captain getting
ready to play #1000.
..no big deal.
#bruins
#poweredbyATT”
-Shawn Thornton
“Benny taping the
stick he will use to
score his first goal of
the playoffs! #bruins
#poweredbyATT
#BosWsh”
-Tyler Seguin"heeeeeyyy you
guys" #bruins
#poweredbyat&t”
-Andrew Ference
Instagram “Player Takeover”
initiative.
Statigr.am/NHLBruins
•BostonBruins.com:
•More than one million visitors per month.
•Ranked one of the most trafficked sites in
NHL.
Bruins Website
Bruins.nhl.com
•Add Boston Bruins to circle
for updates, team news,
announcements, photos, and
videos.
•Team expected to host
“Hangouts” with team
personnel.
Google+
Plus.google.com/NHLBruins
•One-stop shop for Bruins
news, feature stories, photos,
videos, and exclusive audio
features.
•Interactive environment.
Tumblr
NHLBruins/tumblr.com
Mobile App
Tumblr
Bruins.com
PinterestInstagram
Google+
Facebook
Twitter
YouTube
Sources
“Bruins Launch Digital Entertainment Network (DEN).” Bruins.NHL.com: News.
26 March 2012. http://bruins.nhl.com/club/news.htm?id=624162
Dennison, D.C. “Bruins Shoot for Digital Advantage with Network.” The Boston
Globe. 26 March 2012. <http://articles.boston.com/2012-03-
26/business/31241031_1_mobile-app-mobile-media-new-network>
Novak, Julie A. “Boston Bruins Engage Fans with New Social Hub.” Moving
Target Media. 10 April 2012. <http://julieanovak.com/2012/04/10/boston-
bruins-engage-fans-with-new-social-hub/>
Plutsky, Gordon. “Why the Boston Bruins Became a Media Brand.” King Fish
Media: ThinkTank Blog. 28 March 2012.
<http://www.kingfishmedia.com/ThinkTank/bid/84545/Why-the-Boston-
Bruins-Became-a-Media-Brand>

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Boston Bruins: Use of an Innovative Digital Marketing Network

  • 2. “The Boston Bruins are launching an ambitious effort to bundle all of their digital, mobile, and social online assets under one umbrella brand, so the team and its fans will more easily tweet, friend, and pin each other.” –D.C. Denison, The Boston Globe Digital Entertainment Network (DEN) Mobile App TumblrBruins.com Pinterest Instagram Google+ Facebook Twitter “”The DEN is a dream come true. The opportunity also is ripe for the team to build relationships with sponsors and boost Proshop and ticket sales.” -Julie A. Novak, julieanovak.com YouTube
  • 3. More than 1.1 million fans. Direct link to team Instagram Feed. Boston Bruins Fantasy Challenge Game. Photos and Videos Facebook Facebook.com/NHLBruins
  • 4. •Over 180,000 Followers. •Fan initiatives, promotions, giveaways, contests, and videos tweeted regularly. •Team makes official announcements and updates through twitter page. •Bruins-related news, on and off the ice (including game updates). Twitter Twitter.com/NHLBruins
  • 5. •Instant alerts for breaking news. •Team schedules, stats, exclusive videos, ability to purchase Bruins tickets from mobile device. •Three major platforms: iPhone, Blackberry, and Android. •Provides users with live, real- time stats during games. Mobile App Itunes.com/boston-bruins-official-mobile
  • 6. “World’s Most Pinteresting Bear:” posts his favorite pictures of the team and exclusive behind-the- scenes photos. Pinterest Pinterest.com/NHLBruins
  • 7. “The Captain getting ready to play #1000. ..no big deal. #bruins #poweredbyATT” -Shawn Thornton “Benny taping the stick he will use to score his first goal of the playoffs! #bruins #poweredbyATT #BosWsh” -Tyler Seguin"heeeeeyyy you guys" #bruins #poweredbyat&t” -Andrew Ference Instagram “Player Takeover” initiative. Statigr.am/NHLBruins
  • 8. •BostonBruins.com: •More than one million visitors per month. •Ranked one of the most trafficked sites in NHL. Bruins Website Bruins.nhl.com
  • 9. •Add Boston Bruins to circle for updates, team news, announcements, photos, and videos. •Team expected to host “Hangouts” with team personnel. Google+ Plus.google.com/NHLBruins
  • 10. •One-stop shop for Bruins news, feature stories, photos, videos, and exclusive audio features. •Interactive environment. Tumblr NHLBruins/tumblr.com
  • 12. Sources “Bruins Launch Digital Entertainment Network (DEN).” Bruins.NHL.com: News. 26 March 2012. http://bruins.nhl.com/club/news.htm?id=624162 Dennison, D.C. “Bruins Shoot for Digital Advantage with Network.” The Boston Globe. 26 March 2012. <http://articles.boston.com/2012-03- 26/business/31241031_1_mobile-app-mobile-media-new-network> Novak, Julie A. “Boston Bruins Engage Fans with New Social Hub.” Moving Target Media. 10 April 2012. <http://julieanovak.com/2012/04/10/boston- bruins-engage-fans-with-new-social-hub/> Plutsky, Gordon. “Why the Boston Bruins Became a Media Brand.” King Fish Media: ThinkTank Blog. 28 March 2012. <http://www.kingfishmedia.com/ThinkTank/bid/84545/Why-the-Boston- Bruins-Became-a-Media-Brand>