NJ Devils Command Center

Posted: March 2, 2011 in Facebook, NHL, Social Media, Twitter, YouTube

(Newark, NJ, February 16, 2011) ~ In a first for a professional sports franchise, the New Jersey Devils (@NHLDevils) today launched Mission Control, a Digital Command Center designed to activate and further extend the franchise’s online brand presence. Located inside Prudential Center (@PruCenter), the command center will be fueled by fans using Twitter, Facebook and other online channels hosted by the franchise and opening its digital outlets to bloggers and message board users.

The Devils carefully chose  25 social media savvy fans, the self-proclaimed Devils Army Generals, through Facebook and Twitter to act as the voice of the team’s fan base using Devils’ social media platforms.   Several of the Generals already host fan blogs of their own.  The team and Generals (@DevilsGenerals) were assisted in the development of Mission Control by the team’s social communications consultant, Jim Delaney (@activate).

Mission Control is headquartered in a newly constructed dedicated suite of offices in Prudential Center that will serve as an interactive digital hub for the team to engage in online discussions, initiate proactive outreach, track media performance/trends, and deliver interactive service to fans and followers of the Devils and the Rock on Twitter, Facebook, fan message boards and other media channels.  Fifteen individual screens in Mission Control instantly monitor all aspects of the Devils and Prudential Center brands.

“Mission Control will allow our team to connect directly with our fan base, expand the Devils’ presence throughout social media platforms, and ultimately give our fans the opportunity to be a part of the Devils family,” said Jeff Vanderbeek, Chairman and Managing Partner of Devils Arena Entertainment. “The National Hockey League is aggressively using social media and we want to set the standard not only for the league but in all of sports as well.”

Mission Control will serve to not only connect the Devils with fans but will also allow the team to engage more broadly with music and entertainment enthusiasts. Prudential Center has established itself as one of the country’s ‘must-play’ stops for top concert acts, family shows and high-profile special events. The Rock recently ranked 6th in the nation according to Venues Today 2010 arena rankings.  Mission Control will host opportunities to grow the Prudential Center brand and promote its top shows and concerts via all digital media platforms.

Mission Control is a next step in the Devils overall strategic goal to more effectively engage through social communications. Starting at the end of 2010, the Devils introduced the Digital Zone on the arena concourse.  The Digital Zone gives fans a hands-on opportunity to tweet, post and check Facebook during the game.  In addition, the team offers an Apple iPad rental program,  with customized  Devils’ application as well as apps from the NHL and other sports,  while watching the game live. The team has also successfully tripled their number of Facebook followers this  season, and grown significantly on Twitter.

The logo for Mission Control was designed by Devils fan Chrissy Baptista of Elizabeth, NJ, through a crowd-sourced design contest via social media, believed to be a first by any professional team or venue. The logo incorporates the Devils’ demonized font, the Prudential Center’s ‘arena art’ element, and NASA-inspired graphic rays that symbolize outbound communications.

“Being a designer, I jumped at the opportunity to create a logo for the New Jersey Devils Mission Control,” said Baptista. “I’m a Devils fan, of course, and it makes it that much cooler to see my design represent this program. I’m really excited to see it in action.”

Media Contact:

Anne Sciaino






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