NBC SPORTS DOCU-FILM

“The Road Through Warroad: Hockeytown USA” was a first for Enterprise – a 30-minute original documentary film that premiered on NBC Sports, serving as the finale of the network’s Hockey Day in America broadcast. The film tells the story of Warroad, Minnesota, a small town of less than 2,000 people that has produced seven Olympic hockey players, five NHL players and more than 80 Division I college players. The documentary won a Mid-American EMMY.

:30 Promo Trailer

Full Docu-Film

Results:

The national broadcast premiere nearly tripled YAGO time period rating, and almost doubled the network average (including live sports).

From a social/digital standpoint, NBC Sports saw 10x views over previous high water benchmark on Facebook, doubled and tripled all preexisting unit interaction and viewership benchmarks, and saw 5-10% higher video completion rates, regardless of length.

NBC Sports now considers this campaign their gold standard and template for content distribution.

4-Minute Digital Cut

"The Backyard Rink" Digital Short

NBCSports.com Digital Hub

Digital Hub featured original articles written by NBC journalists about Warroad's hockey history, as well as pieces on current NHL players T.J. Oshie and Brock Nelson, both Warroad natives. Hub also featured profiles on people showcased in the docu-film.

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