Zombie Hockey Players

For Halloween last year (2013), nothing special was done by brands. It was the same old movies and same old Halloween themed corny shows that don't stick out. This year, lets try something different.

Imagine a viewer tuning into the nationally televised NHL event and seeing "zombie" hockey players playing their hearts out. The players have individualized makeup on as well as ripped jerseys that all play into the Halloween theme we are shooting for. Not only that, but when play is stopped and cameras pan out to the audiences, the crowd is decked out in zombie face paint and other Halloween themed clothing, giving off a "zombie hockey game" on and off the ice. Both hockey and non-hockey fans alike will tune in to see such an event (assuming good marketing pre game).

The NHL is a perfect candidate to do something halloween themed that:

1) Provides great content
2) Is centered around social (and mobile)
3) Stands out (and "wins") on Halloween

The Players

Assuming there is face paint that would not in any way interfere with a players ability to play hockey (i.e. sweating), this should absolutely be done. This is a chance to create a social product that is fun for both the players and the audience. IMO, there would be nothing cooler than tuning into a live sporting event only to see zombie hockey players flying across the ice and acting like it's just another day on the job. Hilarious.

Obviously players shouldn't be forced to participate if they don't want to, but I don't see any reason why such a fun idea wouldn't be celebrated by all. It is an opportunity for a select few teams to showcase a product that has never been attempted before.

The Crowd

If stadiums were to provide face painting before the game, and individuals were encouraged to show up early and get their face painted, there is potential for an entire crowd of people at a hockey game to be a "zombie crowd". That in itself is just amazing to think about. Just tell people to wear their hockey jerseys to the game, hire face painters, and sit back and watch as all their photos go viral online. Younger people are always looking for cool photos to share with their friends, so it should be popular with them and sellouts should be no problem.

The TV Audience

Lots of people are at home on Halloween night doing nothing besides waiting for the doorbell to ring for trick-or-treaters. Unfortunately, Halloween 2014 rests on a Friday night, so plenty of people will be out, but if you promote this event correctly most of those people out will still try to get a glimpse of the game wherever they go. Either way, tons of households will tune into the game because

1. It's a live sporting event
2. There is nothing else to watch on TV
3. It appeals to all types of people

Marketing

Each social media network has its unique advantages that should be leveraged.

Snapchat: Sending snaps to people that disappears in seconds will give people a "glimpse" of what is to come. This would most effectively be used pre game, when the hockey players are getting the face paint put on. Most of the younger crowd is on Snapchat so it would definitely capture attention/buzz on other social networks with these individuals.

Twitter/Facebook: Obviously strategies on each network should be different; how you do it is up to you. I would at least suggest posting compilation albums of the players/crowd and also starting a #hashtag promotion so you can aggregate all the pictures possible.