Abstract
Social media plays an increasingly important marketing role in today’s business corporations. This case study explored how the professional Ice Hockey (NHL) team 'Boston Bruins' utilise social media channels to connect and engage with their fans during a difficult time in the sport such as a lockout dispute. The NHL is a global brand where 30 teams are represented as franchises play. It is the responsibility of each team to market themselves however they want in order to build their own brand, fan base or sell tickets. This case study offers a closer look to one of the most successful NHL franchises 'The Boston Bruins' and how they have used social media and the benefits it was awarded the team. The Bruins are innovative, smart and creative in the way they approach social media marketing. The Bruins were the pioneer in new approaches to social media marketing in all of sports let alone just the NHL. Consequently this study has significant implications for professional teams and organisations it serves as a stepping stone for them to best utilise their social media platforms and engage with their fans in the best possible manner.
Location:
Industry:
Size:
51-200 employees
Other setting(s):
15 September 2012 to 6 January 2013
About
Abstract
Social media plays an increasingly important marketing role in today’s business corporations. This case study explored how the professional Ice Hockey (NHL) team 'Boston Bruins' utilise social media channels to connect and engage with their fans during a difficult time in the sport such as a lockout dispute. The NHL is a global brand where 30 teams are represented as franchises play. It is the responsibility of each team to market themselves however they want in order to build their own brand, fan base or sell tickets. This case study offers a closer look to one of the most successful NHL franchises 'The Boston Bruins' and how they have used social media and the benefits it was awarded the team. The Bruins are innovative, smart and creative in the way they approach social media marketing. The Bruins were the pioneer in new approaches to social media marketing in all of sports let alone just the NHL. Consequently this study has significant implications for professional teams and organisations it serves as a stepping stone for them to best utilise their social media platforms and engage with their fans in the best possible manner.
Settings
Location:
Industry:
Size:
51-200 employees
Other setting(s):
15 September 2012 to 6 January 2013