Driving Forward > Digital Marketing Blog

Welcome to the Bruins DEN

It’s that time of year again…the Boston Marathon is over, the Red Sox are back, and Bruins fans across New England are grooming their Playoff Beards. But this year the Bruins have gone digital and the Bear has been unleashed.

Bruins Playoffs 2012

The Boston Bruins Digital Entertainment Network (DEN) is a massive effort to increase non-ticket revenue by digitizing the Bruins fan base. The first network devoted to a single team, the DEN includes inventory across every Bruins digital destination: Facebook, Twitter, Pinterest, Tumblr, Instagram, mobile apps, and more. But more than ad space, the integration offers something special for fans and brands – a connection with the team. The Bruins’ Instagram account features candid shots from every player on the team.

“Our fans are on the receiving end of great content that is accessible through all of the digital channels that they use and is distributed in a streamlined, organized fashion,” says Amy Latimer, SVP of marketing and sales. “Our corporate partners now have the ability to reach more than 2.5 million unique Bruins fans per month while aligning their brand with compelling content in a manner that is fan friendly.”

The numbers add up for the network. With over 1 million unique visitors per month to BostonBruins.com, combining  content sources has created an even more robust audience. Content creation in the sports industry is fairly straight forward, especially with a plethora of video and audio interviews, game replays, and meet and greet opportunities. I was particularly impressed that the Bruins marketing team ventured into new territory with the DEN, original content.

The Bear and the Gang is my favorite thing on the Internet right now. Episodes so far have featured play-by-play announcer Jack Edwards, Bruins Head Coach Claude Julien, Rene Rancourt, a roster of players, and even an Ice Girl. Every episode is about a minute and has a kitschy, 80s-sitcom vibe.  But I won’t ruin it for you, check out the videos below.

The Bear & the Gang | Introduction

The Bear & the Gang | Episode 1 – Video Games

The Bear & the Gang | Episode 2 – Date Night

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