NHL

NHL Guardian Project

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Source: wikimedia.org

The NHL has hired Stan Lee, creator of Spiderman comics, to develop 30 heroes representing each team. These characters “came to life” at the NHL All Star Game this weekend in Carolina (Source: NHL.com). You can see all of the characters and read their back stories at the official Guardian Project website.

A lot of people have wondered out loud how comic book heroes relate to hockey. The obvious rationale is provided by the NHL:

“With an initial plan to reach an all-family audience and narrower target demo of tween boys, GME hopes to bring a new audience to the NHL, while engaging the existing, established hockey fan base through a compelling tale of good vs. evil.” Source: NHL.com

But how do superheroes bring in new fans?

It does tap into the market of comic book fans who are familiar with Stan Lee’s previous work. Being exposed to NHL logos and learning about the teams they represent is a good way to get fans into the game. But it’s the narratives and storytelling that will bring in fans.

Narratives play an important role in communication between people. It’s a way to teach, a way to entertain and a way to engage readers. By having characters, a plot, conflict and an ending, stories manage to stick with us longer and have a greater impact that simply reading lessons or information. An example would be the lessons a child learns when reading a story.

Stan Lee and crew attempt to summarize an entire NHL team and its city into one single character. Here’s an exerpt from The Oiler’s background:

He’s gritty and tough like the roughneck oilrig workers he mostly associates with. He spends a majority of his time roaming the Northwest Territories. He’s most happy when he’s exploring the vast northern wilderness. Whether it’s blasting bad guys with torrents of energized oil, engulfing them in a horrendous blizzard or crushing through concrete walls, the Oiler is one devastating Guardian. Source: nhl.com

A person can get more out of their engagement with a narrative and following a character, rather than just consume information about a topic. The Guardian project ties the information about Edmonton and what an Oiler is into animation and a storyline instead of just presenting facts to consume.

The NHL’s foray into comics also works as an example of transmedia storytelling. Henry Jenkins (2007) defines transmedia storytelling as:

a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. (Source: Confessions of an Aca/Fan)

The NHL has used television, radio, web, social media and gaming to reach its audience. By using comics, the NHL can continue its storytelling and capturing a wider audience and maintain costs.

According to Jenkins,

comics have emerged as a key vehicle for constructing transmedia narratives — in part because they cost less to produce and are thus lower risk than developing games or filming additional material (Source: Confessions of an Aca/Fan)

It’s easy to mock the NHL for trying out comic book superheroes, especially when they make for easy punchlines. The odd selection of characteristics for some of the guardians as well as the strong resemblance to older Stan Lee characters have been a more popular topic of conversation. But there is good reasoning for a professional sports league, that’s trying to grow its game, to try something as imaginative as this.

NHL in 360

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http://graphics8.nytimes.com/bcvideo/1.0/iframe/embed.html?videoId=1248069572260&playerType=embed

The Albright-Knox Art Gallery in Buffalo has a special exhibition set up to commemorate the 40th anniversary of the Buffalo Sabres.

This video is shot from different points of view. A goalie and a forward for the Sabres has a camera attached to their helmets while one camera is from a fans point of view. The New York Times has more on the story.

The Hockey News: 100 People of Power and Influence

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Source: The Hockey News

Latest post about The Hockey News’ annual list is here.

The latest issue of The Hockey News compiles the top 100 most influential people in hockey today.

The game itself has so many facets that it’s impossible to really measure influence. There’s the business side of it, so sponsors, owners, league executives and agents have influence. Then there’s the game play, so coaches, players and managers who determine how their teams prepare and perform have influence. Broadcast networks and mainstream media of course influence the game since they decide what’s presented, and how much.

I was surprised to see only one blogger make the list. Greg Wyshynski of Puck Daddy ranks at #92 this year, up seven spots from last year. He’s the only blogger to have ever made the list.

Fans themselves have a lot of influence on the game and use blog sites regularly to get the latest information and interact with others. Online activity of NHL hockey fans has increased significantly over the past few years with more subscribing to digital services (Financial Post). But the modern fan is more than just a consumer of the game. They also act as sponges learning the game and developing their own ideas and thoughts. They take the information out there and centralize it to construct knowledge on blog sites.

Having only one blogger on the list seems bizarre to me especially considering the amount of traffic and comments they get daily. In the past year alone, some major stories have been broken by bloggers. None bigger than blogger Tyler Dellow uncovering some dirt on Colin Campbell, a senior VP and the NHL’s head of discipline. Reaction from TSN, Globe and Mail and Puck Daddy.

It could also be that the list The Hockey News has compiled just ignores online activity as an influencer.

Phoenix Coyotes player Paul Bissonnette landed at #100 on the list. He has a total of 6 points in 80 career games (as of this post) and is known more for his fighting on the ice. But online, Bissonnette has become one of the most popular hockey types on Twitter (@BizNasty2point0). With over 34,000 followers, he ranks near the top of all hockey related accounts, even ahead of The Hockey News (@TheHockeyNews). Bissonnettes entertaining tweets are pretty refreshing for a league that has very robotic-like players when a broadcast medium is placed in front of them. He’s also a supporter of causes that help the homeless and has some unique fundraising methods.

His online activity and the nature of his tweets has the attention of a demographic that the NHL caters to and should get him a higher spot. Bissonnette updates regularly to give followers a behind-the-scene look at life in the NHL and promotes the game in a market desperate for fans.

The Hockey News needs to start examining online activity as an influence on professional hockey. I can understand how owners, players and media influence the game. But with more and more people online and the web being what it is, more attention needs to be placed on bloggers and online communities.

Campbell, K. (2011). 100 People of Power and Influence. The Hockey News, 64 (14), p. 14-23.

Hartley, M. (2011, January 25). NHL mobile apps top one million downloads as hockey fans go digital. Financial Post. Retrived from http://business.financialpost.com/2011/01/25/nhl-mobile-apps-top-one-million-downloads-as-hockey-fans-go-digital/.

How blogging is like pond hockey

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Ken Dryden talks extensively about the evolution of hockey in his book “The Game”. He stresses the importance of allowing young players to be creative without the rigid structure of organized hockey. He uses Montreal Canadiens legend Guy Lafleur as an example of a player who would spend time alone on the ice or with a few friends before and after practice to feel and develop his own game. Dryden talks about how skill and instincts are developed better when there’s less restrictions. The mind is able to wander more and think of new ways of playing the game.

Kids across different sports are placed under strict limitations by coaches. They’re expected to follow a team system or game plan and find a role to stick with for the greater good of the team. Rosters can’t have twelve Gretzky’s playing forward, so naturally, some players got be more offensive while others were put into supporting roles.

When the ice is open and there are less limits, like in pond hockey, a player has the ability to be creative. They can try different things without any repercussions. You get the chance to feel the game and be more imaginative.

I find this similar to blogging. When individuals can just write, without any worry of losing anything, some interesting stuff can come out. And if it doesn’t, big deal. It sticks around the web until someone can come along and maybe pick up from where it left off. Like pond hockey, there are some loose rules, but for the most part, you’re free to do whatever you want.

Being able to write is the same feeling you get when you’re playing on a frozen pond. The possibilities just seem endless when you can skate whichever direction, at any speed and include any movement. It’s a great feeling when the sunset is the final buzzer.

Dryden, K. (1983). The Game. Toronto: John Wiley & Sons.

Hockey Pundits and Experts

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During episode two of HBO’s “24/7 Penguins/Capitals“, Washington general manager George McPhee had this to say in regards to outside critics of their losing streak:

When you’re having a tough stretch, this is when there are too many reactionaries out there. All the experts come out, all the pundits come out with their opinions and the truth of the matter is that if they knew anything about the game, they’d be in it. I don’t usually comment on job status and that nonsense because people, whatever you say, will read between the lines and parse words.

I found this interesting simply because there is a great deal of knowledge and information that ‘outsiders’ have. Unfortunately, if this attitude persists throughout the NHL, a lot will be overlooked.

Hat tip to Adam Vingan of Half Smokes for the quote.

Green Men of Vancouver

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Two guys inspired by the show “It’s Always Sunny in Philadelphia” have taken it upon themselves to torment whoever has to serve a penalty. Highly creative fans with arsenal that depends on the opponent. Neither are employees of the Canucks and get a lot of attention for their work.

The Canucks always ensure they show up on the big screen to get a laugh. Just have to love the creativity these guys come up with.

A sampling of their work:

The Canucks ran an interview with them and so did the blog Nucks Misconduct.

Video and Fan Experience

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HBO’s four-part series “24/7 Penguins/Capitals” kicked off last night. Cameras went behind the scenes during current regular season games to gives viewers an inside look into the two teams that will play in the Winter Classic this year.

Viewers got to see stuff that never gets captured by game productions. Show highlights include coaches talking to their teams, players spending time with their families and just raw emotion coming out of player to player interaction.

Best scene for me was the fight between a couple players. After the crowd cheering and commentary commending both fighters, it cuts to a quiet medical room where the Penguins players is getting stitched up (in HD, mind you) and getting checked by the doctors. You know guys get stitched, but to actually see it done and the doctors presence in the room captured more than a game production.

I think these types of shows do a great job showing more than what we’re used to. We know, or have a general idea of what stuff happens behind the scenes but to actually see it through video enhances the fan experience. From watching the game, talking about it afterwards, engaging online with fans, we can piece together the stuff. We can assume coaches rip into their players. We know players get injured all the time. But to actually confirm what we assume really makes the show worth watching.

More responses from around web:

Yahoo!
Fanhouse
National Post

Nordiques Fans to Demonstrate

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Fans of the defunct Quebec Nordiques will be making a trip down to Long Island to attend a game between the Atlanta Thrashers and the New York Islanders. A group of 1,100 Nordiques fans will be there to show support for a team to relocate back to Quebec City.

The city lost its franchise back in 1995 as the team moved to Colorado. Ever since, fans have wanted a team back. Recently, the Government of Canada and the Province of Quebec has talked about supporting the development of a new arena to possibly bring a team back.

The plan for the 1,100 demonstrators is to cheer at the 15 minute mark of each period, marking the 15 years they’ve gone without a club in Quebec City. Both the Islanders and Thrashers have been struggling at the gates, drawing fans well below the league average.

The interesting thing here is how adamant cities like Winnipeg and Quebec City have been on getting the next NHL team that happens to relocate. They really do have a tonne of fan support, but professional sports is a business. Without stable sponsorship and support from the business community in those cities, a professional hockey team can’t fly.

Derek Zona took a look at a number of markets that don’t have an NHL team and the various factors needed to support one. Arguments can go either way, but looking at these numbers, it’s hard to justify relocating a team to Winnipeg and Quebec City.

The whole debate, all of the actions and the findings has been left to fans. Not the league, not a research company and not a University of College. The actions, as planned by the 1,100 Nordiques supporters, is fan driven. That’s what makes this whole story and debate so interesting.

It remains to be seen what the final results will be. But what is clear is how hockey fans are the ones taking action here. Both online through blogs and social media, and the real world by driving eight hours to Long Island to show support for a defunct team.

*Update*

Here’s the third period demonstration by Nordiques nation. Beauty. Montreal Gazette story here.

Goal horns in professional hockey

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Since fans as a collective group has been a major focus of this project, I’ve been dissecting their experiences in relation to the game. One experience that I’ve begun to question and loathe is the goal horn in every professional hockey arena.

These tend to go off after every goal the home team scores and also after a win. But these annoying sounds didn’t always exist. There used to be a time when it was the fans in attendance that would rock the building.

I personally don’t understand the purpose. My guess it’s a way for a team to make up for the lack of noise in their buildings (ahem, Phoenix, Florida, Long Island) and make the arena seem like a wild place to be to attract new fans.

To me, these goals horns are a way for professional hockey teams to control their fans. Cheering/supporting/heckling are a few of the ways for group of fans to interact with the game. A goal horn just replaces the fans with a cheering squad hired by the team.

This really limits what a fan community can do. We’ve seen from Premier League soccer chants, goalie taunts and blogs the kind of stuff fans can come up with. When fans as a group are unrestricted, the possibilities are endless. The goal horn is just a phoney representation of what professional leagues want their fans to be. It’s an attempt to enhance an image and takes away from the genuine expression of fans.

Here’s a great goal celebration from a high school game: