Toronto Maple Leafs
'Next Century Game'
Integrated Brand Activation (Experiential/PR/Social/Digital)
The Mission
When the Toronto Maple Leafs turned 100 years old in 2017, it was important to honour the team's storied past.
But as President of the team Brendan Shanahan prophetically observed, just as important was looking forward to inspiring and celebrating the next generation of Leafs fans, players and heroes.
With that in mind, the idea for the 'Next Century Game' was born.
The Work
- A robust social/CRM and web campaign, begun weeks in advance, to invite season ticket holders to donate or give their tickets to young fans
- A dedicated digital hub for all things 'Next Century Game'
- Hundreds of pieces of content, across web/social/CRM/TML app and partner channels storytelling the experience from start to finish
My Role
Toronto Maple Leafs: Digital Brand Manager
An activation of this magnitude took an army of in-arena crew, sales, hockey ops and TML brand marketers (to name but a few parties) to pull off. As such, my role was one piece of a vast puzzle making it happen.
As the owner of all things TML Digital at the time, my role was to lead my team of digital producers, community managers and developers in ensuring the story was fully brought to life across every one of TMLs owned digital channels.