Insomnia Cookies X Philadelphia Flyers

When our agency’s PR friends asked if anybody in creative was a hockey fan, I immediately threw my hat into the rink. I guess they just assumed we all liked cookies.

Insomnia Cookies was seeking two activations for their new partnership with the Philadelphia Flyers of the NHL. The first ask was to create buzz for the opening of two new retail locations inside the Wells Fargo Center, home to the Flyers as well as other pro sports franchises, major music acts and live events.

The goal of the second activation: maximize Insomnia’s exposure as The Official Cookie of the Philadelphia Flyers and increase sales by generating positive fan interaction with the brand — and the plan I dreamed up had the potential to do much more than that.

Pitch #1: Special/Collector’s Edition Cookies for Grand Openings

Either as a giveaway (single cookie, one per ticket holder) or sold as a limited edition product, Insomnia would produce special Flyers-themed cookies in special “collectible” packaging, possibly combined with trading cards or other memorabilia.

Cookies could be designed to look like Flyers logos and other hockey shapes such as pucks, sticks and jerseys; topped with icing in popular current or historic players’ numbers; or cookie varieties only available at the Wells Fargo Center that are named after icons like Gritty.

Limited edition cookies would drum up some enthusiasm for the openings, and some fans may even collect them (as much as one can collect food) along with the packaging and other memorabilia..

Pitch #2: Flyers “Light the Lamp for Insomnia Cookies” Promotion

When the Flyers score an empty net goal, they Light the Lamp for Insomnia Cookies and every fan will receive one free cookie or small ice cream from any participating Insomnia Cookies location. Here’s how it works:

“Light the lamp” is a common euphemism for “score a goal,” referring to the siren that flashes behind the net when a goal is scored, and here it doubles as a reference to Insomnia and the brand’s late-night persona. And “empty net goals” occur at the end of games (generally the last 60-120 seconds of regulation) when the team that’s trailing (usually by 1 or 2 goals) removes their goaltender in favor of an extra skater to increase their chances of scoring — though more frequently this results in the team that’s ahead getting opportunities for an easy goal on an empty net.

Fans are already excited when the opponent pulls their goalie because the Flyers are winning and empty net goals are a fun way to punctuate a victory. But now there’s added incentive to cheer when they pour it on at the end of a game.

This is similar to the bygone 76ers’ Frosty Freeze-Out Promotion where if an opposing player misses two consecutive foul shots on the same trip to the free throw line, fans in attendance receive a free Frosty from Wendy’s. The Sixers could be losing by 50, but when somebody misses his first of two shots, the crowd would go CRAZY, Sixers dancers held up signs with the Wendy’s logo and even the announcers on TV sometimes would reference the giveaway. It’s a moment that transcends the game.

Light the Lamp for Insomnia could create enthusiasm similar to the Frosty Freeze-Out. Fans in the stadium would be on the edge of their seat even more in anticipation of an empty net goal, and their reactions could be strong enough at times to generate organic mentions on the TV broadcast and in media.

As it’s described above, the giveaway is tied to empty net goals, though activation could also be something a bit more easily attainable — for example: any Flyers goal in the third period plus a win, a power play goal, etc. — driving a regular increase in foot traffic and orders at stores in the immediate, as opposed to having a “moment” that resonates with fans and attracts media attention in a way that builds up good will and positive vibes over time..

Outcome

Insomnia Cookies ultimately did choose the simpler and more immediate activation idea within the “Light the Lamp” promotion — a free cookie giveaway for all fans with any Flyers victory. That still counts as a “W” in the standings for the agency.