Brand Campaign: 30 Days of Henrik
The Concept + My Role
There was only one way to properly send off a Rangers icon before his jersey retirement ceremony: by celebrating 30 Days of No. 30, Mr. Henrik Lundqvist.
To honor a once-in-a-lifetime franchise player, we created a retirement campaign fit for The King - and for the bright lights of New York City at The World’s Most Famous Arena.
My Role: Collaborated with marketing + creative on social-first organic content meant to galvanize fans.
Created a content plan spanning an entire calendar month; led content rollout and execution.
Activation Details
Partnered with Caesars Sportsbook on month-long “top moments” social countdown.
In partnership with AB/Bud Light, created the second-ranked partnered execution in Rangers history.
Set the brand record for single-day social activity during the 24-hour period of Lundqvist Night (26.8M impressions).
Launched commemorative NFT and merch line.
26M impressions
in 24-hour period of Lundqvist retirement night (brand record)
52.3M
in organic reach across the month-long campaign
8M
video views across platforms
6.6%
average engagement rate
Creative Snapshot: 30 Days of Henrik
A tribute video to Lundqvist, in partnership with Anheuser-Busch/Bud Light, was the branded content holy grail: a piece that authentically and organically incorporated the partner's branding and core messaging in a way that resonated heavily with our brand's owned audience.
This piece stands as NYR's second-top performing sponsored post of all time:
1
long-form video shared across all platforms
+300K
impressions
151K
views
8K
engagements
