• June 6, 2012

An augmented reality-based, brand activation campaign for the NHLNetwork, New York, lets hockey fans get their photo taken as they hold -- or at least appear to hold -- the sport’s beloved Stanley Cup.

The guerrilla promotion, titled “Raise the Cup,” is intended to build awareness for the network, and also to capture fan data for future marketing efforts, per a release from the ad agency that developed the program, East Aurora, NY-based Cenergy.

Throughout the Stanley Cup Finals and also the preceding playoffs, two-photographer teams travel to sports bars and team events in all the contending cities, as well as to the actual games. Fans are invited to pose with hands held high, as if hoisting the Cup. A digitally enhanced camera then “places” the Stanley Cup within their grasp. All other photo elements remain unchanged.

Meanwhile, at the events, a video monitor mounted above both photographers’ backpacks cycles through the evening’s prior virtual Cup photos. Once the photo is taken, the subjects get an activation card directing them to the Web site  networksweeps.nhl.com, where they can sign in to receive their printable, emailable, Facebook-postable Stanley Cup photo, as well as to enter a bonus sweepstakes for the chance to win a VIP trip for two to the 2013 Bridgestone NHLWinter Classic, in Ann Arbor, Mich.

Social media support for the photo events comes from NHLNetwork tweets (@nhlnetworktour) and Foursquare updates announcing the upcoming sites. Also, the NHLteams and the scheduled sports bars tweet to their own customer bases.

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