From our brief: “Here’s how we want consumers to think/feel: I need to be here because the experience is more exciting, this team has the ability to win, and it’s so much fun to be a part of.”
Growing up a Rangers fan myself, I’ve experienced many games at The Garden — mostly losses (just my luck). Win or lose, I’d leave fairly content if I could sing the Goal Song just once.
Whether you’ve been a fan of this franchise for 30 years or 30 minutes, there’s no denying that a simple 00:30 second song can rally all 18,006 attendees together.
Knowing that the Playoffs were an opportunity for us to garner new fans, and heighten interest of New Yorkers still on the fence about supporting this hockey team, I knew that the Goal Song was the perfect way in.
Our Goal Song is the best in the biz, and I wanted to show everyone that the whole city was gonna be singin’ it.
In a city that has everything, we wanted to make sure that all five boroughs knew that THIS was the only thing you needed to know about for these next couple of weeks.
This evergreen individual ticket headline was used across all digital, OOH, and social assets, alerting the tri-state area that their show is on, and we need everyone on maximum volume.
An exciting post-season also calls for exciting post-season merch. As someone who is constantly complaining about sports gear being a “one-size-fits-all” situation (more on that in person), I really wanted to hone in on this. Working with our senior designer, we pitched multiple shirt concepts, leaning in to current trends and things that made the New York Rangers, the New York Rangers.
We were thrilled that two of those concepts were released to the public. The first being our “Blueshirts Magazine” concept — an idea that this team was made for the main stage in the greatest city in the world.
The second concept was my pride and joy and the best-selling piece of merchandise we had throughout the entire postseason. Something that was uniquely ownable to our team was the batch of nicknames we, as a fanbase, had managed to give almost every one of our players. I saw this roster as a can’t-miss opportunity to create customized t-shirts that can only be understood by our true fans. These shirts sold-out so quickly, they had to be restocked twice.