In The Works...

     Really?  Now that Salavat Yulaev Ufa won't be making the playoffs,Alexander Radulov comes running back to Nashville.  Apparently the paperwork for his return has already been filed.  Drafted 15th overall in 2004, Radulov has been one of Nashville's top prospects before leaving the NHL in 2008-09 season.  Arguably the best player in the KHL, perhaps he seeks comfort in fellow Russians, the Kostitsyn brothers.  Alexander had played on a team with some teammates he was not too enthusiastic about playing with who are now gone (One was mentioned on a TSN video, J.P. Dumont).
      Radulov has his last year on his 3 year rookie level entry contract (worth $980K) to complete, and coming to Nashville in the playoffs would complete it.  The NHLPA has agreed to bypass Radulov through waivers and after this season, he will become a restricted free agent.  NHL Deputy Commissioner Bill Daly has said there are no limitations on Radulov's return.
    Predators' GM Bill Poile expressed his belief that Alex would eventually return to the NHL.  He has a desire to be the best and wants to play against the top talent.  Is Alexander Radulov really seeking to play against the top elite or is he just chasing top dollar?  Perhaps he feels comfortable returning with familiar teammates.  Many other Russian players have fled the NHL back to the motherland that have had no Russian teammates.  Some examples are Alexander Svitov and Alexei Morozov.

 Pretty gnarly, eh?

Because It's The Cup

    Last February the NHL and MillerCoors (MolsonCoors to Canadians) came to a league record deal of $375 million.  Of course this calls for a new campaign.  The last postseason campaign, "History Will be Made", was too oriented toward diehard hockey fans.  The Stanley Cup, a 120 year tradition, is recognized by many throughout different communities.  Whether an actual fan, casual fan, or non-fan, many can identify with the Cup even if they do not follow hockey religiously.  Every franchise, sponsor, and other stakeholders imaginable are responsible to launch their own promotion of this campaign. 
     There are many slogans beginning with the word "Because...".  Examples are "Because it's the Cup" and "Because in hockey, there are two half times".  The NHL wants to break even further into social media by "socializing" the Stanley Cup Playoffs.  It would be similar to what March Madness is like and their promotional campaigns.  This will appeal more-so to casual and non-fans.  During the 2012 playoffs bars will feature Stanley Cup tap handles for MillerCoors (MolsonCoors) beverages.  About 4,000 in the United States and 2,500 in Canada will participate in this promotion.  Go figure as it is the only trophy in America's top four sports leagues you can drink a beer out of.  Many of sponsor's packaging will include "Because it's the Cup" branding.  I've seen NHL branding ever since the new sponsorship.  Coors packaging in the New England features the Boston Bruins and so does Bud Light.  Stores often have Bruins logos with the Cup featured in windows. 
     The new TV campaign is broken down into four themes.  The first is "Two Halftimes" which recognizes and promotes team relationships and camaraderie in homes and bars during the playoffs.   Next is the "Where its been" showing unique places the Cup has been.  Following the many places the Cup has been brought is the "City" theme which shows how the playoffs bring communities together and lastly the "Story" aspect which demonstrates the history of the Cup.

Coke's Effort

     Coca-Cola enters its last year as partners with the NCAA and its tournament March Madness.  What was once a shocking deal, 13 years which has been estimated to cost Coke $50 million yearly for numerous rights, is about to end strongly.  Coke's efforts are still strong to push forward and market one of it's newer products, Coke Zero. 
    The Coca-Cola Company is trying to spread it's digital and social media.  With the new tablet technologies, iPads, iPhones, the Android system, etc... more people are accessible than ever before.  There are many prizes to be given away which are incentives to watch the tournament.  Prizes include tickets to the Final Four, concert tickets, and more.  With computer, television, and mobile screens, there are plenty of marketing options.  Coke has even employed top NCAA analysts on certain channels (especially those with exclusive NCAA broadcasting rights) to represent their product and the March Madness 2012 campaign.
    I've seen the efforts by Coke personally.  They are truly using all of their assets to market their product during the final four.  At Endicott College, the dining services are partnered with Coke products (Coke, Powerade, Sprite, etc...).  At certain dining venues on campus, Coke Zero is on signs and posters, with raffle opportunities to win Coke mini fridges and more.