Madison Square Garden

Madison Square Garden: colloquially known as The Garden and considered the most famous arena in the world, MSG is a multi-purpose indoor arena in New York City.

THE SITUATION.

The New York Rangers had a tentpole opportunity on their hands. They were retiring legendary goalie Henrik Lundqvist’s number at Madison Square Garden!

Who is Henrik? He’s just the most badass Swedish goaltender who played his entire 15-season career with the New York Rangers. He’s the only goaltender in NHL history to record eleven 30-win seasons in his first twelve seasons, holds the record for most wins by a European-born goaltender in the NHL and his dominating play during his rookie season resulted in the New York media and Rangers fans giving him the nickname "King Henrik".

To commemorate his accomplishments and contributions to the sport of hockey, MSG and the NY Rangers wanted to bring this story to life and honor this gigantic milestone. Specifically, Jersey Filmmaker was tasked with leading the collaboration and producing 30-days of high quality content leading up to his Retirement Night.

The opportunity was exhilarating, what made it even better was the compressed timeline - We had 1 week to launch the 1st campaign post.

(followed by 30 consecutive days of posting)

Here at JF, we always make things personal - the Rangers Insta page was organically driving millions of views and other engagement metrics on a regular cadence. We wanted to smash all records with our content… much like Henrik did with his career.

THE Solution.

MSG had a strategic plan and we had to translate it into production related requirements. Our ‘concept collaboration’ sessions led to a study of their archival assets, branding standards & voice and we were tasked with mapping it to a ‘feasibility storyboard’ (what is possible?). We then began to create stories that would resonate with Fans. Jersey Filmmaker is born from sports and we knew what would move Fans - reliving historic moments throughout Lundquist’s career.

To meet deadlines and deliver on the vision, we decided to NOT use a single camera! Given his vast impact on Hockey, we strictly used archival footage and surfaced stories that would re-engage Fans across all demographics.

THE Impact. 

We delivered 30 pieces of content in multiple formats from the Rangers archival assets and custom motion graphic implementation.

  • The content created for 30 Days of Henrik drove social brand growth of 10x the monthly goal during January 2022, meeting the NYR social growth goals for the entire year!
  • It also generated tens of millions of impressions, a half million + engagements, and millions of video views from dozens of posts throughout social channels (FB, IG, TW and YT).
  • Lastly, these assets were proudly played on video boards at MSG at Rangers games and specifically on Henrik’s retirement night.
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