In a market that is chock-full of history and showtime, the Los Angeles Kings have tried for years to create their own following. The Lakers, Clippers, and Dodgers ran the Los Angeles scene. Meanwhile, the Kings were trying to desperately find a way to fill the Staples Center and build a fan base. Gretzky brought in the stars, but the team failed to win the Stanley Cup.
Those “dog days” are over. With the Los Angeles Kings slowly gaining fans in the run-up to the 2012 season, the Stanley Cup victory was exactly what the team needed to solidify the team in the LA sports world.
The Kings have found a way to unite a “melting pot” of fans in the LA area. A new marketing campaign is the foundation for continuing support.
Los Angeles: ‘We are all Kings’
The Kings’ new marketing plan urges fans to find commonality, no matter how different they may be. “We are all Kings” is a dramatic and creative campaign that pairs a Kings player with a celebrity. The diverse duo is then let go to find some sort of commonality through conversation. Take, for instance, Purple Heart recipient Michael LaVere is paired with the Kings’ 30-year-old defenseman Matt Greene:
“The missions I flew were quite dangerous. There was about a 50-percent loss rate. But we survived. I guess it’s the same thing when you’re on the ice playing hockey,” the animated LaVere lightens the mood with a laugh.
“Ah, a lot different stakes,” a very humbled Greene exclaims.
“I mean, you can get hurt down there too, I know,” LeVere replies.
After listening to the two men, fans are left with an inspiring sense of pride in the Los Angeles Kings. The fan base has been through a lot. But as Kings’ COO Kelly Cheeseman puts it: “It’s a family that supports each other, a different environment that you might see elsewhere.”
The Perfect Campaign For All Fans
A campaign like this really makes fans feel like they belong, while at the same time rewards those who have been around for years, through the tough times. Mike Altieri, VP of communications and broadcasting, hit on this concept:
“Obviously, our fan base is not as large as the likes of the Lakers and the Dodgers. But we feel our fan base is unique in their collective pride and devotion to the Kings. If you recall when we won the Cup in 2012, one of the stronger themes was the reward for the fan base that had stuck with us through so many difficult years. And the deluge of emotion that was released the night Dustin Brown lifted the Cup for the first time will be talked about for years to come.”
The Los Angeles Kings have certainly done a nice job putting together some campaigns that make them trailblazers in the industry. Not only does “We are all Kings” highlight some brilliant celebrities, but the videos focus on LA’s most recent love interest: Hockey.
You can take a look at the LeVere and Greene video below.
Photo credit – bleacherreport.com