Tentpole Moment: Stadium Series - "The Miracle on Turf"

Content Approach

The 2024 Stadium Series game represented the first time since 2016 the Rangers had been a part of one of the NHL’s most important tentpoles, facing a storied rival in front of 72,000 fans at MetLife Stadium. 

The lead-up to the event provided us the opportunity to humanize our players in a way they’re really seen. The game itself - a come-from-behind, 6-5 overtime win - made it an instant classic. The caliber + volume of content had to reflect both - and had to drive exposure for our marquee partner, Delta.


Social-first game day graphics heightened our audience's excitement and anticipation for a marquee event on the NHL calendar.

My Role

Concepted robust social + digital content plan in totality; pitched + successfully sold ownership to Delta, our marquee partner. 

Led team of 10 in coverage and channel programming before, during + after event.

In the lead-up to the event, we capitalized on opportunities to utilize our players' personalities to create buzz.

81

posts on owned channels throughout the weekend for Delta

$368K

in post value for the partner

26.4M

Delta logo impressions across social

460K

engagements generated

Creative Snapshot: Stadium Series

Programming of pre-event family skate helped us humanize our players + align with Delta's core values. (Click to play GIF.)
Nimble approach to in-game social coverage energized owned audience and captured attention of prospective audiences.
Behind-the-scenes player access created a deeper connection with our fans + further humanized players. (Click to play GIF.)
Heavily featured players interacting with loved ones to align with Delta's core message of building lasting connections.

A unique approach to pre-event content allowed us to double down on engagement opportunities - the only suitable way to approach a tentpole of this magnitude.

Utilized a 10-person content team to capture every element of the weekend, which we leveraged for a long-form post-event feature that drove additional value for our fans and for Delta.