MITX - Massachusetts Innovation & Technology Exchange


March, 2012

Arnold Powers the Boston Bruins' "The Bear and the Gang" Integrated Campaign

Created by Arnold Worldwide and the Boston Bruins, the Integrated Campaign Features Exclusive Content Created for the Boston Bruins Mobile App Available on iPhone, Android and BlackBerry Devices.

BOSTON, MA--(Marketwire - Mar 27, 2012) - The Boston Bruins ( today unveiled "The Bear and the Gang" -- a viral video campaign starring The Bear and other popular Bruins-related figures. The "Bear and the Gang" videos are about 60-seconds each and were created in the style of popular 80's sitcoms. They offer a glimpse into the life and shenanigans of the popular Bear character and his Bruins friends, all of whom fans will certainly recognize.

Created by Arnold Worldwide and the Boston Bruins, the integrated effort includes an "opening credits" launch video, complete with 80's-style theme music, which can be seen on bostonbruinsTV and will be distributed across the team's other social media properties, like Facebook and Twitter. Fans can exclusively watch the first episode of "The Bear and the Gang" -- which features Brad Marchand, Jack Edwards and Rene Rancourt -- by downloading the all-new Bruins Mobile App on their iPhone, Android or BlackBerry device. In addition to the exclusive Bear and the Gang content, the app also provides users with live, real-time statistical information during Bruins games, instant alerts for breaking news, team schedules, stats, exclusive videos and the ability to purchase Bruins tickets directly from their mobile device.

The Bear and the Gang episodes will feature Bruins Head Coach Claude Julien and players Zdeno Chara, Patrice Bergeron, Johnny Boychuk, Andrew Ference, David Krejci, Brad Marchand, Adam McQuaid, Tuukka Rask, Dennis Seidenberg, Tyler Seguin and Shawn Thornton, as well as NESN's play-by-play man Jack Edwards and TD Garden legend Rene Rancourt.

With an enhanced commitment to providing entertaining and creative content to Bruins fans, the episodes are part of the team's Bruins Digital Entertainment Network (DEN) initiative, a network that bundles all of the team's digital, mobile and social assets in a strategic and organized fashion.

"The Bruins fans are some of the most passionate and digitally engaged in the sports world," said Greg Almeida, Associate Creative Director, Arnold Boston. "We wanted to create a new environment with a rich video experience in order to interact with this fan base in new and innovative ways."

Source: MarketWire
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