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Caps May Have Found Innovation In Experiential…

Now it may have happened by accident, but an interesting development this past week for the Washington Capitals actually gave a front office staffer a few seconds of a lifetime on ice close to game time, and could unleash a new round of experiential marketing for teams and fans going forward, especially for the minors.  An injury and a late arriving backup forced the Caps to petition the NHL to have a third goalie, that being web programmer Brett Leonhardt, off his computer and into uniform for warmups until Simeon Varlamov could arrive from minor league Hershey.  Now Leonhardt had played in college and had actually worked out with the Caps in some practices, but whose to say a team couldn’t give a relatively competant fan a chance as a coach for a half inning, a batting practice pitcher or a chance to skate a shift on game day outside of the regular prep.  It again gives the fan a chance to have that ultimate experience, is totally sponsorable and would gain media play and in this day of looking for every ounce of justification of dollars, could help lure a new brand or two, especially in markets just below the top rungs.  Does it create distraction or a circus mentality?  Perhaps.  But so did mic’ing coaches, guest ballboys and fans sitting courtside at one point.  But by filling a dire need, the Caps may have opened a door and it will be interesting to see if any brand can walk through.

Some other good profiles abound…the New York Times has a great profile piece today on the Giants’ Justin Tuck… the LA Times has a very nice profile of two sports legends…editor Bill Dwyre and Hall of Fame coach John Wooden, who hosted an event this past week…the Miami Herald also has one on the relationship between Chad Pennington and coach Tony Sparano…and in last week’s Boston Globe, Dan Shaugnessy had a look at all that has gone wrong in the state of Washington with sports…the anti-Boston…