NBCU Promotes NHL Playoffs With Inventive DOOH

NBCUniversal has a massive screen in Times Square to promote its programming. So do other media companies, however -- so it may not stand out as much as the company would like.

Now, it’s trying a new tactic to grab attention in the crossroads of America: a giant replica of the Stanley Cup. The 21-foot version will serve as a promotion for NBCU’s coverage of the NHL playoffs, where every game will be available on one of four networks, including CNBC.

In this case, the trophy can be touched as it will serve as a sizable drinking fountain, allowing visitors to do what Stanley Cup winners enjoy: drinking from the Cup.

NBCU worked with the city of New York’s “water on the go” fountain program, which has a presence in all five boroughs.

Discover card is running a campaign that includes the chance for a person to “win a day with the Stanley Cup,” where contestants can enter on Facebook.

As NBCU embarks on the nationalization of the NHL playoffs, it will look to take advantage of viewers’ using multiple devices while consuming games. There will be “companion programming” available on NBCSports.com for games on NBC with game highlights, “star cams” honing on on top players and a “spotlight cam,” offering an angle from just above the ice.




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