A veteran of Pandora and McCann, Heidi Browning now leads the effort to attract the next generation of hockey fans.
To build that audience, Browning has taken the NHL to the mobile and social platforms where it can find new, younger viewers. In partnership with Snapchat, the league now serves up a weekly NHL highlights show. Browning described the partnership to Variety as “an important way for us to connect with our core fans but also to reach new fans.”
Browning isn’t just following social media trends, however: Her NHL Power Players initiative taps teen hockey fans for ideas on how the league can improve the viewing experience. Watch Browning and the NHL to see how a generational strategy can help a brand score new fans.