Playoff potential: Rogers Media’s post-season promo strategy

Helping viewers source games across its properties is key to the strategy, along with addressing the higher audience potential of the playoffs, says Rogers exec.

Rogers Media is focusing its first NHL Playoffs campaign on the moments that drive mass-audience tune-in to the end-of-season games.

Paul Brousseau, senior director of brand for Sportsnet and NHL, says the campaign seeks to tap into inspiring moments that connect with a broader base of fans. Depending on what teams are playing, playoff audience bumps can be significant. As it stands now there are four, potentially five (Ottawa Senators), Canadian NHL teams going to the post-season. Notably absent are the big market draw Toronto Maple Leafs, so a push is on to get GTA viewers watching games from other teams.

Primarily using Rogers Media assets, the first phase of the campaign hits TV, radio, digital and print today and will run for six weeks.

The second phase of the campaign is themed around the keyword “Act” and will be based on the moments that have helped teams get into the playoffs this season. Launching four days before the playoffs hit the ice on April 12, the second phase of the campaign is also aimed at helping potential viewers find the games they want to watch.

With all NHL Playoff games available online through the Rogers NHL GameCentre LIVE app, or on TV on Sportsnet and CBC, Brousseau says that discoverability is key to the promotion.

While the first phase of the campaign will be multi-platform, the second phase of the NHL Playoff push will be primarily driven by social media, showing people where to find each of the games.

Last year’s NHL Playoffs on CBC brought in an average audience of 2.1 million viewers.