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A New Chapter for the Bruins: Between 2017 and 2022, the Boston Bruins sought to strengthen their fan engagement and solidify their presence as perennial contenders in the NHL. Watson Creative partnered with the Bruins to develop a loyalty program and creative strategy designed to captivate fans. Through innovative solutions, including unique fan experiences and digital interactions, the Bruins successfully deepened their connection with their supporters, fostering a thriving community.
Engaging Fans in a Shared Venue: Sharing TD Garden with the Celtics, the Bruins faced the challenge of maximizing fan engagement and attendance in a competitive sports market.
Unique Fan Experiences: With multiple club levels offering distinct experiences, the Bruins needed to create compelling reasons for fans to arrive early and immerse themselves in the culture.
Strategic Engagement Solutions: Watson Creative architected a comprehensive strategy that included a loyalty portal and creative experiences. Inspired by the Portland Timbers, the art direction for in-stadium experiences and photoshoots captured the essence of the Bruins, enhancing fan immersion and engagement.
Loyalty Portal and Creative Strategy: Watson developed a loyalty program offering fans exclusive access to game tickets, team content, and unique experiences. Opportunities ranged from flying on the team jet to meeting players or sitting with the team during games, fostering deep connections and rewarding loyal supporters.
Printed Collateral and Experiences: Watson produced engaging printed materials and designed experiences that integrated with the Bruins’ brand, enhancing the overall fan journey. The initiative also focused on increasing parking revenue, season ticket holders, and fundraising for charities.
Insight: The strategy emphasized a blend of traditional loyalty with innovative, personalized experiences. This approach ensured long-standing fans felt valued while attracting new supporters to the Bruins community.
Watson’s initiatives resulted in significant improvements in fan engagement and loyalty. The loyalty program facilitated deeper connections, with fans actively participating in both digital and live events.
Increased Fan Participation: The Bruins’ brand presence was strengthened, with a vibrant community of passionate supporters and enhanced financial performance.
“Collaborating with the Boston Bruins allowed us to create an engaging loyalty platform that truly resonated with their fans."
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
