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Unpredictable

Stanley Cup Playoffs on Sportsnet 2020 campaign

As the 2020 Stanley Cup Playoffs approached, we teased audiences with an intimate interview montage of players describing the playoffs with one word and confessing how close they’ve come to the Cup, reminding the fan about the unpredictable nature of the post season and how bad these athletes want to win the greatest trophy in sports. This set the tone for the whole campaign.

Embraced by the Production team it was run in every National and Regional property to build up anticipation for the post season. The 

NHL distributed the tease to European broadcast partners to use in-show as an example of best-in-class production. 

Besides daily game episodics, I produced updated round by round hype spots.

We also leveraged the player interviews for something completely unique. Using animation, I took full advantage of the incredible imagination of Minnesota Wild defensemen, Matt Dumba. When asked what he would do if he directed his own Stanley Cup commercial, Dumba took Sportsnet on an unpredictable and heartwarming fantasy rollercoaster ride.

You can't predict the Playoffs ... or can you?

Lastly, I spearheaded a watch n' win contest. This second-screen prediction contest kept eyeballs on the games. With viewers stuck at home during COVID, it was a great way to enrich engagement with the broadcast and drive traffic to the Sportsnet App. Over 60,000 users took part in the contest. The game was sold to Dodge Ram the following year as part of a $1M+ package of in-game integrations.

The Playoffs Are Coming! | 2020 NHL Stanley Cup Playoffs Hype Video
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NHL on SN - Stanley Cup Qualifiers "Unpredictable"
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Sportsnet Athlete Creator Series - Matt Dumba's Stanley Cup Commercial
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