Oh, so THIS is what it's like to have a marketing team? Seriously though, I am pretty sure the extent of the Devils social media outreach prior to this year consisted of Lou Lamoriello's nephew who was handcuffed to a Hewlett Packard in a basement somewhere and responsible for constantly rummaging through Twitter to make sure none of the current players had a secret handle. In literally one day the Devils did more promotional work for a fake team than their former management did for one of the winningest organizations in the entire NHL over the last 20-something years. I think we can all appreciate that Lou Lamoriello was trying to let the franchise's accomplishments speak for themselves, but it's refreshing to have people in charge that realize the importance of an online presence in 2016. Nothing speaks to that like Hugh Weber and the gang going to the extent of creating a new logo, a new jersey, new merchandise, a new Instagram account, a new Twitter account, and - most importantly - making a concentrated effort to having them go viral just to add authenticity to their prank. That's the type of dedication that takes a gag from nauseatingly corny to patently hilarious. As unbelievable as it might be that the Devils would completely rebrand themselves out of the clear blue, it was tough not to at least do a double take once seeing how legitimate the final product looked. I mean, I would genuinely consider purchasing that t-shirt even though all that it represents is a well played April Fool's joke. I never want the Devils to change what I think is one of the most classically sharp looking uniforms in the league - and I certainly never want them to become the 'New Jersey Angels' - but as far as new looks go, that's not half bad. Obviously all that matters is that this team gets better on the ice, and they have successfully taken quite a few steps in doing so this season. However, the fact that their efforts off the ice have been so entertaining and engaging has made the rebuilding process a little bit easier to swallow. Regardless of whether or not they have given their former General Manager a minor heart attack or two.
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