Tentpole Moment: Showtime on Broadway - Patrick Kane Trade

Content Approach

At the 2023 Trade Deadline, the Rangers acquired a generational superstar in Patrick "Showtime" Kane - who arrived in New York with a massive following + an established brand of his own. 

We took advantage of a huge opportunity by using a peak-on-peak strategy to hype the acquisition and give his fans a reason to engage, resulting in massive follower growth.  

Brands don't often get opportunities like this. On social, we had to take advantage by delivering a massive + varied content mix to an insatiable audience.

It's Showtime on Broadway.

This phrase was the grounding principle to our content approach.

My role: In partnership with PR and marketing, led concepting and execution of the entirety of social + digital rollout.  

Briefed in each asset of the content mix, including all graphics, hype videos, player-led features, merch launches, influencer collabs and more. 

43K

net-new followers across social during week of the trade

23.1M

impressions across social channels

1.7M

engagements across social channels

14.3M

video views across social channels

Creative Snapshot: Showtime on Broadway

The first glimpse of Kane in Rangers colors was a critical moment for our brand. In NFL terms - this is like the first look at Tom Brady in a Tampa Bay Buccaneers uniform.

A lo-fi capture of this pivotal moment helped our audiences feel like they were the ones standing there and watching Kane walk to the ice for his first practice with the Rangers.

Took our audiences behind-the-scenes of our own prep for Showtime on Broadway. (Click to play GIF.)
Capitalizing on opportunities to collaborate with other brands, we maximized our reach + growth potential.
In real time, created + launched a merch campaign to accompany the announcement, maximizing revenue.

A combination of behind-the-scenes, vignette-style glimpses of Kane's first Rangers game - plus a long-form recap of the acquisition - made our entire audience feel like insiders.