Minnesota Hockey 

Opportunity:

Hockey in Minnesota is different, period. Yet this difference is too often dismissed as an anomaly, as people dismiss Minnesota as “the Canada of the U.S.” When in reality the association-based Minnesota-model is unique and different, and needs to be protected.

Minnesota Hockey is the official governing body of hockey in the state of Minnesota. And it’s no secret that the only place with more government than government itself, is hockey. This has been a limiter for Minnesota Hockey as people view them as a regulator and legislator instead of a badge they’re proud to shake on the front of their jersey.

The job was to help begin the important shift from viewing Minnesota Hockey as a governing body, rather to seeing them as a content channel. The quickest way to do this? Make some content.

The content Pulltab Sports created for Minnesota Hockey was designed to assist with three important jobs: Recruit, Reinforce, and Remind. A marketing campaign built around the theme of “We Make Hockey Players” was designed to help recruit new players while reinforcing the unique development model in Minnesota. And custom content was designed for Minnesota Hockey to remind, and show people that this once cold and steely governing body, Minnesota Hockey, loves hockey for the same reasons you do.

Content franchises included Minny Mites Mic’d Up, showcasing the pure joy of hockey for little kids (before the parents mess it up), while T.O.O.T.T. series showcased the most looked forward to dates on the hockey calendar each season: The Out Of Town Tournament.