Contact Us
Careers
FAQ
Bringing Fire to the Ice
The New Jersey Devils are no strangers to grit and determination, embodying the hard-working ethos of their Garden State roots. Yet, as the team transitioned into a new era, they faced the challenge of reinvigorating their fan base and reigniting the fire in Prudential Center.
Watson was brought in to turn up the heat—literally and figuratively. The campaign’s mantra, “Feel the Fire,” became a rallying cry that energized fans and players alike.
Watson crafted an immersive campaign that celebrated the Devils’ fiery spirit and storied history. Pre-game tailgates, featuring live music and interactive games, created a buzz outside the arena. Inside, fans enjoyed digital experiences like augmented reality player stats and live voting on game-day music.
A loyalty program was designed to celebrate every kind of Devils fan, from lifelong supporters to new recruits. Tiered rewards included signed pucks, exclusive meet-and-greets, and retro-inspired merchandise. Watson also launched a social media campaign featuring iconic moments from Devils history, tapping into nostalgia to re-engage lapsed fans.
The campaign delivered results as fiery as the Devils’ mascot. Game-day attendance grew by 23%, creating an electric atmosphere at every home game. Social media engagement climbed by 28%, as fans embraced the #FeelTheFire hashtag. Merchandise revenue increased by 21%, with retro items proving especially popular.
Reflecting on the project, a Watson designer shared: “The Devils have always had this underdog energy that makes them easy to root for. Watching fans embrace that spirit again was incredible. The Garden State is alive with Devils pride.”
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.
