PR Week did a brief piece that looked at how the New Jersey Devils used social media and other marketing strategies to promote Martin Brodeur Day (June 18th), which the state legislation had named in honor of the netminder setting the all-time record for wins by a goalie back in March.
As part of the celebration, the New Jersey state legislature declared June 18 Martin Brodeur Day, inviting the goalie to the State House in Trenton to accept the honor. Rather than sending Brodeur alone, the Devils’ in-house PR team, Rock Entertainment Management (which is also the PR team for the Prudential Center, the Devils’ sports arena), gathered New Jersey Devils alums, members of the Devils’ broadcasting team, and 300 fans onto a New Jersey Transit train ride to Trenton to share the experience.
The organization wanted to emphasize its social media so they live-tweeted the ceremony and also updated their official website and Facebook account with video and photos throughout the day. The Devils deemed the event a success with local broadcast stations and newspapers covering it as well as bloggers like In Lou We Trust. Not only was it a fun idea, but the fans and alumni gathered on a train for Marty was a great visual and unique concept to pitch to broadcast media or print media for photos.