Penguins Appeal To New-Media Savvy Fans

Feb. 5, 2009: All eyes may be focused on the Super Bowl champion Pittsburgh Steelers, but the Steel City's Penguins are seeking to make some news of their own. The NHL team will break a unique campaign this month that goes against traditional marketing by driving existing and new fans not to Mellon Arena, where all games are virtually sold out, but to other venues of support, such as the team's Web site, newsletter and games on TV, as well as to put their names on the team's season-ticket waiting list. The effort is the first for the Penguins from Cenergy, East Aurora, NY, whose client list also includes MLB Network, the NHL, the NBA's Cleveland Cavaliers and MLB's Toronto Blue Jays. Three 30-second spots, which will air regionally on Fox Sports Net and Comcast, speak directly to the team's core of 25-34-year-old, new-media savvy fans. In "Bedroom," a young woman who appears to be at a Penguins' game explains that she will make "any excuse to see [Pittsburgh all-star] Sidney Crosby take the ice. I will sign off of Facebook, turn off the phone and ignore everything." The camera then pulls back to show her sitting on her bed watching a game on TV. In "Wedding," a man in a tuxedo (aka penguin suit) seems to be standing on-ice during a game. "Unless I'm fortunate enough to have tickets, I will be glued to my TV for every Pens game. I will text everyone I know for updates. I will ask complete strangers to check their PDAs." But the mood shifts as his annoyed bride-to-be then pulls him back to his wedding reception. "Cubicle" opens with a man in the penalty box but ultimately finds him really sitting in his office cubicle, surrounded by Penguins memorabilia, bemoaning such interruptions as working late or bringing home dinner. Tag: "No matter where I am, I’m in the game.” Back to Home Page