1. Molson Canadian NHL PrePlay
Second Screen Driving Fan Engagement

2. NHL Mobile Offerings and Strategy
Mobile Apps Mobile Web
Tablet Apps
Mobile properties exceeded 1b page views which constitute
~50% of total NHL digital page views
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3. In order to increase content consumption, more engaging
user experiences are needed during Digital Prime Time
Polling, Sentiment, Predictive, Contextual Content …
… drive constant usage and earned media across NHL properties
Source: Omniture and Google Analytics
Date Range: October 2010 – April 2011
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4. NHL PrePlay as second screen initiative
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5. Active Game Screen designed for simplicity
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6. Huddle Up and Brag made game watching more social
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7. Leaderboard and Player Card screens added a game
dynamic
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8. Trophy Case keep users coming back for more
achievements
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9. Broadcast Integration: NHL Live on NHL Network
On air example of EJ’s pre-game predictions for
Game 7 of the Capitals vs. Rangers series
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10. Branded Elements: Molson branding throughout the
game
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11. Branded Elements: Hockey House finder to drive to
locations and compliment on-premise activation
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12. Branded Elements: TV-Synced Ads
TV-synced ads appear on mobile or tablet in the exact moment a
commercial appears on TV
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13. Stanley Cup Playoffs Recap: User Engagement
Goal of predictive gaming is to drive tune-in and sustain
viewership
Engagement
• Average User Session = 16.4 mins for the first 5 games after launch
• Average User Session = 24.4 mins for the last 5 games of the playoffs
• 49% increase in 5 weeks
• Users spent nearly 1.5 periods per game in the app on average
Retention
• 49% check in to games 7 days after signup
• 42% check in to games 14 days after signup
Users remained active throughout the playoffs even after their favorite team was
eliminated 13

14. Stanley Cup Playoffs Recap: Downloads
iPhone Launch (June 4th)
58% growth within the first week of iPhone launch - App will be available
on Android phones for next season 14

15. Stanley Cup Playoffs Recap: Predictions
iPhone Launch (June 4th)
Predictions kept an even increase throughout the playoffs even as more teams were
eliminated 15

16. Stanley Cup Playoffs Recap: Check-Ins
The introduction of iPhone provided a dramatic increase in users playing the game
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17. Stanley Cup Playoffs Recap: Demographics
Gender of Registered Users Ages of Registered Users
55+
3.5%
Female
15.33%
34-54
20.7%
21-24
48.8%
Male 25-34
84.67% 27.1%
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18. Stanley Cup Playoffs Recap: Demographics
Guesses Made By Country
USA USA USA USA
57.3% 55.4% 48.4% 45.4%
CA CA CA CA
42.7% 44.6% 51.6% 54.6%
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19. Next season: more game improvements
Fan enhancements NYR Fans This Season
Friends
• More social – make it
NYR Fans
easier for fans to
search for friends Global
• Enable customization 1 Username % Pts
– select favorite team,
avatar 2 Username % Pts
• Diversify questions – 3 Username % Pts
add additional 4 Username % Pts
question types to
encourage fans to play 5 Username % Pts
beyond 1 period 6 Username % Pts
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20. Next season: more sponsor integration
In-Stream Video/Display Ads
• Appear during TV commercial
breaks and all TV timeouts at end
of each period
• 15 or 30 second spots; rich media
with a call to action; full-page
display ads
•Sync ads – create separate units
for tracking
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21. Next season: more sponsor integration
On-premise, on-package cross-marketing
Window sticker with QR code
to drive downloads of the app
before heading into the bar
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22. Next season: more broadcast integration
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23. Chris Golier
VP, Mobile Marketing & Strategy
cgolier@nhl.com
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