Insomnia Cookies X Philadelphia Flyers

Here’s an in-game promotion that gets fans out of their seats — and generates free advertising from the TV broadcast.

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 everybody likes cookies.

Insomnia Cookies was seeking two activations for their new partnership with the NHL’s Philadelphia Flyers. 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 touring 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 creating positive fan interaction with the brand.

The plan I cooked up had the potential to do much more than that.

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 in attendance 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 when the puck goes in the net, but also doubling as a callback 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 odds of scoring — though, more frequently, this results in the team that’s in the lead getting 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 the home team is pouring it on at the end of a game.

This is similar to the bygone 76ers’ Frosty Freeze-Out Promotion where if an opposing player missed two consecutive foul shots on the same trip to the free throw line, fans in attendance received a free Frosty at Wendy’s. The Sixers could be losing by 50, but whenever somebody missed 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 would have to reference the giveaway due to all the commotion over what is ordinarily a routine situation. Now 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 than usual 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 mnner that builds up good will and positive vibes over time.

Outcome

Insomnia Cookies ultimately did choose a 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” for the agency, but the potential still exists for a brand to capitalize on this unique hockey marketing concept.