a look around nhl fan fair 2017: the activations, activities, and brands

47
2017 NHL Fan Fair Review At the 2017 NHL All-Star Weekend in Los Angeles, the league and its partners put on a multi-day NHL Fan Fair, filled with sights and activities, designed to attract families and hockey fans, for an admission price. What follows is a tour of the fair, focusing on all the activities and the sponsor integrations therein and all around the fair. Enjoy! For more content, visit www.dsmsports.net and follow me on Twitter @njh287

Upload: neil-horowitz

Post on 13-Feb-2017

111 views

Category:

Sports


1 download

TRANSCRIPT

2017 NHL Fan Fair Review

At the 2017 NHL All-Star Weekend in Los Angeles, the league and its partners put on a multi-day NHL Fan Fair, filled with sights and activities, designed to attract families and hockey fans, for an admission price.

What follows is a tour of the fair, focusing on all the activities and the sponsor integrations therein and all around the fair. Enjoy!

For more content, visit www.dsmsports.net and follow me on Twitter @njh287

2017 NHL Fan Fair Review

Upon entering, a giant NHL insignia is awaiting you, the first of many photo-ops (and many fans chose this spot for their first pic of the day).

Fans also see the first of several calls to download the NHL Fan Fair app to register and get your NHL Fan Fair Pass, which provided a bar code to be scanned at each station, and allowed or seamless sending of your commemorative photos to your inbox. Oh, and...data!

2017 NHL Fan Fair Review

Nothing special here, just thought the list of prohibited items was quite interesting and explicit. Including No Skateboards twice! (whoops)

2017 NHL Fan Fair Review

There was an outdoor activity area before entering the main shindig in the LA Convention Center. A popular attraction outside was the opportunity to drive a Zamboni, with virtual reality. This activity was presented by Honda and took place next to a Honda truck on display.

This was one of 2 VR stations at the NHL Fan Fair. More to come on #2..

2017 NHL Fan Fair Review

The official NHL partners got some added love in the outdoor area, with logos on a big van projecting videos of the All-Stars (and, later, live coverage of the NHL All-Star Skills Competition) and logos on the boards of a youth street hockey rink (there were similar rinks inside, too). Great for kids to have fun and burn off some energy!

2017 NHL Fan Fair Review

Also outside was a van full of NHL memorabilia, part of the league's centennial anniversary celebration, that was a huge part of NHL All-Star weekend. No sponsor tied in here, but there was a call-to-action for fans that had memorabilia they'd be willing to share.

2017 NHL Fan Fair Review

Of course, you had your NHL Fan Fair merchandise. More fans were interested in the team apparel inside, though. $30 or a NHL Fan Fair t-shirt? No thanks.

2017 NHL Fan Fair Review

Right inside the NHL Fan Fair entrance – another photo op, with a NHL Fan Fair background. Creating photo/memory opportunities was a consistent motif all day.

2017 NHL Fan Fair Review

Also there to greet fans was a large area to promote NHL Fan Fair pass registration, including a handful of staff members to exhort and assist fans, along with tablets to help.

2017 NHL Fan Fair Review

Bridgestone had a neat Slapshot Challenge, where fans were invited first to shoot on a live goalie and then to take a slapshot at an open net, with their shot speed timed. Of course, you're surrounded by Bridgestone tires and there was a tire in the goal through which the puck had to go for the shooting fan to be eligible to win the fastest shot challenge.

2017 NHL Fan Fair Review

Bridgestone was also pushing their golf affiliation quite a bit with a driving area. There was a big machine with free Bridgestone-branded golf balls for fans to take home as a souvenir, too.

2017 NHL Fan Fair Review

In front of a huge tire, branded for Coors Light, fans were asked to take a safe driving pledge, sign their name, and then they would be allowed to take a souvenir photo [themselves] in front of the Coors Light tire. A memento-creating corporate social responsibility activation from the beer sponsors.

2017 NHL Fan Fair Review

Dunkin' Donuts had a strong presence at the event, and at this station allowed to don some NHL equipment and a jersey to pose in front of a branded hockey backdrop. Photos were printed there on-site and/or delivered to fans' inboxes, when their Fan Fair Pass was scanned.

They were also handing hot and iced coffee samples at the station.

2017 NHL Fan Fair Review

Reebok, the official outfitter of the NHL, had several of these cutout displays for fans to take some fun, memorable pics. Also featured on the cutout clearly is CCM, which is among the makers of NHL goalie equipment.

2017 NHL Fan Fair Review

As is common at these fan events, memorabilia and auction houses were given a presence, located next to an official NHL merch area, as well as the concessions area; so sure to get a lot of eyeballs and traffic.

2017 NHL Fan Fair Review

Upper Deck had a solid fan activation and memory-making element, which included the opportunity to get a photo of oneself 'dropping the puck' and then having the branded pic sent to you digitally.

2017 NHL Fan Fair Review

Hard to miss the “NHL Figures League” figurines pop-up, which included some eye-catching stand-ups, and an irresistible prize wheel that fans making a purchase could spin to win, well, prizes.

2017 NHL Fan Fair Review

Fanatics was there, but purely (and surprisingly) just part of the NHL Auctions promotional area at the fair, where there was limited stuff on display for bidding.

2017 NHL Fan Fair Review

On one's way to a Honda-sponsored activity, you passed by a couple Honda vehicles. (Side note: Would've been cool to see a custom NHL or NHL All-Star or NHL Centennial branded Honda vehicles)

2017 NHL Fan Fair Review

Honda had a fun activity set up, too, where fans could shoot foam pucks to try and hit a target, situated in the back of a Honda truck, of course. Yours truly hit the target...and the prize was the same Honda sticker all other participants got.

2017 NHL Fan Fair Review

There was a good-sized area set up to promote NHL.TV and also had a few tablets open to the NHL App

n

2017 NHL Fan Fair Review

The Oscar Mayer weiner truck was there, along with some standup cutouts for some cute pics. And a little game of cornhole, with Oscar Mayer-branded gear. Also next o the truck was a shooting game, shooting to beat a cutout goalie.

2017 NHL Fan Fair Review

The Planters peanut truck was also eye-catching and had a couple cutout figures, because everyone dreams of donning the Planters jersey and must have this memorial photo.

2017 NHL Fan Fair Review

Discover sponsorship was all over the Stanley Cup display and photo op area. This was extremely popular and one could even book a reservation through the app to get their pic with the Cup.

Discover also got to promote and display their customized NHL team credit cards. Great activation all-around here.

2017 NHL Fan Fair Review

Draft Kings had their own accuracy shooting activity, with pucks being hurled at something that looked like a laundry machine pulled from the dumpster.

2017 NHL Fan Fair Review

There were a few small 'rinks' for kids to have fun on, which included branding on the boards (funny how rink boards would look strange without logos), and large banners on the high walls above. Reebok got big love here and alongside Sidney Crosby included African-American star defenseman PK Subban. (A fantastic star to push to the public, great guy and humanitarian).

2017 NHL Fan Fair Review

There was a really cool interactive 'Be The Goalie' VR experience presented by, well, the LA Kings and their main season sponsor, McDonald's. Fans were equipped with a headset, headphones, and handles (to serve as your glove and your blocker), as you tried to stop shots from players. (I sucked at it; others fared better). Technology was from STRIVR.

2017 NHL Fan Fair Review

An activity with the shortest line was a digital video game that favored puck handling and passing, with no apparent sponsor driving it.

2017 NHL Fan Fair Review

Of course, EA Sports had a dedicated area, with 4-5 TV's equipped with NHL 17 on XBOX for ans to play.

2017 NHL Fan Fair Review

NHL Network had an AR activation there in which fans could stand behind the network set with a microphone and get a print and digital photo with the broadcast crew member of their choice. (I went with Kevin Weekes). There was also a phone charging station in the NHL Network area.

2017 NHL Fan Fair Review

There was also a sign with a CTA to check if one gets NHL Network and/or to request it from their cable provider.

2017 NHL Fan Fair Review

No sponsor here and that's good – one of two ball hockey rinks for kids to run around in, while mom and dad got a little break. The NHL did a great job of getting kids to play and experience the sport in many ways while they were at the Fan Fair.

2017 NHL Fan Fair Review

Geico had a strong presence at the center of the Fan Fair, including a long line for a 'souvenir' photo on a Geico-wrapped Zamboni (aka a staff member took a photo on your phone for you). Also there was a little air hockey for fans to enjoy.

2017 NHL Fan Fair Review

Yes, the Geico Gecko was there, in a referee jerseys. And, yes, I did witness plenty of fans taking selfies and pictures with him.

2017 NHL Fan Fair Review

A multi-branded set of shooting contests with standup accessories to give fans a little challenge. No dedicated sponsor here, but the NHL's big partners got love.

2017 NHL Fan Fair Review

A couple more shooting contests in the same area.

2017 NHL Fan Fair Review

Nothing branded here, besides an eye-catching (and photo-op) giant goalie mask set up in a seating area (around the 'control' center for the Fan Fair) in the center of the Fan Fair.

2017 NHL Fan Fair Review

The Hockey Hall of Fame had just a small setup with some previous All-Star jerseys. Recall, too, the Centennial collection in the 'museum' outside.

2017 NHL Fan Fair Review

Home ice advantage – the LA Kings had their own dedicated merch area; granted, it was a bit hidden in the back corner of the Fan Fair.

2017 NHL Fan Fair Review

Another play area for kids – this one for smaller kids with small toys and coloring books, all related to hockey. No brand presence here, as should be the case for little kid activities.

2017 NHL Fan Fair Review

A large, not quite full-sized street hockey rink was there, that included a local tournament and trophy presentation. It appeared to affiliated with the LA Kings High School Hockey League. Great to involve and recognie the burgeoning local hockey league in LA.

2017 NHL Fan Fair Review

Dunkin' Donuts sponsored a cool Hear from the Stars area, where legends and players were featured for Q&A. (I missed all of 'em!). DD was featured on the backdrop, as well as a standup outside the tent, promoting the DD Perks loyalty program.

2017 NHL Fan Fair Review

2017 NHL Fan Fair Review

Dunkin' Donuts sponsored a cool Hear from the Stars area, where legends and players were featured for Q&A. (I missed all of 'em!). DD was featured on the backdrop, as well as a standup outside the tent, promoting the DD Perks loyalty program.

2017 NHL Fan Fair Review

Dunkin' Donuts sponsored a cool Hear from the Stars area, where legends and players were featured for Q&A. (I missed all of 'em!). DD was featured on the backdrop, as well as a standup outside the tent, promoting the DD Perks loyalty program.

2017 NHL Fan Fair Review

Hockey equipment brand CCM had a great activation, a makeshift 'locker room' where fans could get decked out in full jersey and gear to take a commemorative photo. Staff was on-hand to assist fans with all the gear.

2017 NHL Fan Fair Review

THANKS FOR VIEWING AND READING!

For more content and to gimme feedback, visit www.dsmsports.net and follow/Tweet me @njh287.