Context:
Europe’s prime-time weekends are dominated by football and F1, and the old “European Game of the Week” floated unpredictably in that crowded window. Giving it fixed identities—#NHLSaturday and #NHLSunday—finally offered fans a reliable viewing habit and gave broadcasters/advertisers a product they could confidently market.
Action:
We set out to transform weekend NHL broadcasts into a 7-day storytelling engine. Our strategy was to build both anticipation and cultural connection by introducing:
The Results
50M impressions
22M video views
1.5M engagements
111 collab posts with NHL teams and broadcast partners
20+ collaborators across 8 territories
Lessons Learned
Player personality content drove the highest engagement — fans want to connect beyond the game.
Localized storytelling mattered: Content that embraced local culture (e.g., food, music, traditions) resonated far more than generic global posts.
Consistency built trust — predictable posting and shared storytelling across NHL and broadcaster accounts helped fans know what to expect and when.
