This document summarizes the NHL's mobile app and second screen strategy during the 2011 Stanley Cup playoffs. It discusses how the NHL PrePlay mobile app was used to increase fan engagement during games by allowing predictions, social sharing, and achievements. Key metrics showed growing usage, retention, and downloads over the playoffs. The NHL aims to further enhance the social and customization features, add more question types, and integrate additional sponsor promotions and in-game video/display ads for next season.

1. Molson Canadian NHL PrePlay
Second Screen Driving Fan Engagement

2. NHL Mobile Offerings and Strategy
Mobile Apps Mobile Web
Tablet Apps
Mobile properties exceeded 1b page views which constitute
~50% of total NHL digital page views
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3. In order to increase content consumption, more engaging
user experiences are needed during Digital Prime Time
Polling, Sentiment, Predictive, Contextual Content …
… drive constant usage and earned media across NHL properties
Source: Omniture and Google Analytics
Date Range: October 2010 – April 2011
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4. NHL PrePlay as second screen initiative
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5. Active Game Screen designed for simplicity
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6. Huddle Up and Brag made game watching more social
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7. Leaderboard and Player Card screens added a game
dynamic
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8. Trophy Case keep users coming back for more
achievements
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9. Broadcast Integration: NHL Live on NHL Network
On air example of EJ’s pre-game predictions for
Game 7 of the Capitals vs. Rangers series
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10. Branded Elements: Molson branding throughout the
game
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11. Branded Elements: Hockey House finder to drive to
locations and compliment on-premise activation
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12. Branded Elements: TV-Synced Ads
TV-synced ads appear on mobile or tablet in the exact moment a
commercial appears on TV
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13. Stanley Cup Playoffs Recap: User Engagement
Goal of predictive gaming is to drive tune-in and sustain
viewership
Engagement
• Average User Session = 16.4 mins for the first 5 games after launch
• Average User Session = 24.4 mins for the last 5 games of the playoffs
• 49% increase in 5 weeks
• Users spent nearly 1.5 periods per game in the app on average
Retention
• 49% check in to games 7 days after signup
• 42% check in to games 14 days after signup
Users remained active throughout the playoffs even after their favorite team was
eliminated 13

14. Stanley Cup Playoffs Recap: Downloads
iPhone Launch (June 4th)
58% growth within the first week of iPhone launch - App will be available
on Android phones for next season 14

15. Stanley Cup Playoffs Recap: Predictions
iPhone Launch (June 4th)
Predictions kept an even increase throughout the playoffs even as more teams were
eliminated 15

16. Stanley Cup Playoffs Recap: Check-Ins
The introduction of iPhone provided a dramatic increase in users playing the game
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17. Stanley Cup Playoffs Recap: Demographics
Gender of Registered Users Ages of Registered Users
55+
3.5%
Female
15.33%
34-54
20.7%
21-24
48.8%
Male 25-34
84.67% 27.1%
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18. Stanley Cup Playoffs Recap: Demographics
Guesses Made By Country
USA USA USA USA
57.3% 55.4% 48.4% 45.4%
CA CA CA CA
42.7% 44.6% 51.6% 54.6%
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19. Next season: more game improvements
Fan enhancements NYR Fans This Season
Friends
• More social – make it
NYR Fans
easier for fans to
search for friends Global
• Enable customization 1 Username % Pts
– select favorite team,
avatar 2 Username % Pts
• Diversify questions – 3 Username % Pts
add additional 4 Username % Pts
question types to
encourage fans to play 5 Username % Pts
beyond 1 period 6 Username % Pts
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20. Next season: more sponsor integration
In-Stream Video/Display Ads
• Appear during TV commercial
breaks and all TV timeouts at end
of each period
• 15 or 30 second spots; rich media
with a call to action; full-page
display ads
•Sync ads – create separate units
for tracking
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21. Next season: more sponsor integration
On-premise, on-package cross-marketing
Window sticker with QR code
to drive downloads of the app
before heading into the bar
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22. Next season: more broadcast integration
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23. Chris Golier
VP, Mobile Marketing & Strategy
cgolier@nhl.com
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