ABOUT THIS ENTRY

In an attempt to bring a sense of normalcy to our feeds and provide an escape for people during an unprecedented time, the Devils content team decided to use e-gaming as a medium to reach fans.

How does this represent “Excellence in Engagement”?

1. Fill our feeds with regular content
   
2. Provide a medium for in-game sponsors who were no longer getting exposure due to the
   pause in games
   
3. Potentially find a presenting sponsor
   
4. Be innovative and do it differently than other teams
   
5. Generate some earned media
   
   

Strategy & Execution: Shortly after the NHL paused its season, the Devils set up a live stream of simulated games using EA Sports NHL 20 to publish directly to the team’s website and social feeds in an attempt to engage fans on its platforms. In addition, the Devils promoted and covered the event as if it were a real game, with similar cadence and assets as would be used during the regular season:

• Actual play-by-play from Devils radio voice Matt Loughlin
• Game recap articles (Example)
• Post-game interviews with actual Devils players (Example)
• Game highlights (Example)
• Reporter post-game packs (Example)
• Pre and post-game animations
• Lineup notes
• Partnership assets
• Animated goal gifs
• Gifs and video clips of the goals taken from the broadcast

Results:

Measuring the audience itself, we averaged 30,000 viewers per simulated game with a high of 60,000 for our game against the Philadelphia Flyers. Video on demand created as a result of the games, such as the mock player post-game interviews, would sometimes exceed 100,000 views.

We were able to find a presenting sponsor of the simulated games in Investors Bank which helped achieve that objective. Other sponsors which we were able to mention through the games included:

M&M’s Moment of the Game (and Fan Appreciation Night)
NJ Lottery Overtime & Shootout
Investors Bank Roll Call
RWJBarnabas Health Starting Goalie Matchup