BJC | The Science of Saint Louis Blues Hockey
The Science of St. Louis Blues Hockey is a multi-platform branded video series with an objective to entertain and educate viewers on medical science learnings and cutting-edge treatments through the lens of the world champion St. Louis Blues hockey team. The modular series is distributed in-stadium, television and digitally through a custom landing page and paid social platform promotion. Each season is hosted by a new "celebrity hometown hero" and have included actor Jon Hamm, TV host Andy Cohen, comedian Cedric the Entertainer and super model/ entrepreneur Karlie Kloss.
Campaign Objectives
Increase Brand Awareness: Elevate brand recognition for Barnes-Jewish Hospital and Washington University Physicians by associating them with the St. Louis Blues. Strengthen Sponsorship: Reinforce the partnership between Barnes-Jewish Hospital and the St. Louis Blues by highlighting shared values and expertise. Drive Engagement: Capture audience attention with engaging content, encouraging viewers to watch, share, and interact. Educate & Inform: Inform the audience about Barnes-Jewish Hospital's various areas of practice and healthcare services, emphasizing physician expertise.
Strategy & Execution
The Science of St. Louis Blues Hockey Season 4 presents a unique opportunity leveraging the existing sponsorship between Barnes-Jewish Hospital and the St. Louis Blues. By delving deeper into the successful "Be Treated Like a Pro" messaging campaigns, the project showcases the expertise of Barnes-Jewish Hospital and Washington University Physicians. Through curated areas of practice, the series humanizes the people and practices behind the hospital, establishing a connection between the champion Blues players' doctors and potential patients. Coolfire implemented diverse ad placements. Cutdowns from full episodes appeared on Meta (Instagram & Facebook) reels and stories, while primary episodes are boosted, gaining visibility through in-stream Facebook and in-stream skippable YouTube placements. With Season 4 being the main focus, Seasons 1-3 were promoted simultaneously in a Netflix binge approach, concurrently with the release of the Season 4 trailer.
Key Performance Indicators
The primary KPI's for The Science of St. Louis Blues Hockey focus on Views, Watch Time, and Audience Retention, with the primary objective of increasing brand awareness. The secondary KPis encompass Clicks, Click-through Rate (CTR), and Landing Page Visits, aligning with the secondary goal of driving website traffic.
1,140,000
Impressions
62.00
Average Paid View Rate Percentage
1,600,000
Minutes Watched
Coolfire Studios
The Results
Overall, the measurable results achieved in The Science of Blues Hockey Season 4 campaign demonstrate successful outcomes in terms of reaching the target audience, maintaining engagement, and fostering interest in the series. The campaign effectively built awareness, generated high view rates, retained audience attention, and accumulated a significant number of minutes watched. These results align with the campaign's goals and objectives of building awareness and maintaining audience engagement while fostering interest in watching more of the series.
BJC | Blues Hockey
