Boston Bruins 2011
Today I share with you one of my favorite campaigns by the Boston Bruins. Boston is known for their Championship winning teams, Dunkin Donuts, and terrible driving skills. Boston also provides an interesting breed of humans called the "masshole." This term becoming prominent on Social Media in recent years. Why do we deserve such a nickname? I believe this hysterical campaign by the Bruins provides reason enough.
For all players, fans, and those who know any stereotype relating to the world of hockey, it isn't hard to believe that such a campaign, as this, exists. Trash talk is the basis of any sport, especially in the professional world. Chirping off the ice and placed into the streets of Boston only provides further encouragement to the city to put faith into their team. (Which seemed to work considering they won the Stanley Cup that year).
Unfortunately, the humor shown in their campaign was taken the wrong way by the Tampa Bay Lightning. Seeming a harmless joke and marketing strategy, the Bruins received a ton of harsh feedback. A Tampa talk show encouraged their fans to retaliate by bombarding the Bruins marketing firm with upset calls. The Bruins marketing team complied and took down the ad.
The next round of playoffs against the Philadelphia Flyers only meant one thing. Redo. The Bruins continued the campaign with this…
Luckily the Flyers have a better sense of humor, and let it remain posted up around the city of Boston. Whether a masshole or innocent bystander, a little humor on the streets is the best attribute of marketing.
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