Tampa Bay Lightning x Sea-Doo

The partnership

During COVID, one of the Tampa Bay Lightning players started a podcast where he rode his Sea-Doo around Tampa and interviewed people on their docks, fittingly named Dock Talks with Alex Killorn. I made him a custom Sea-Doo x Lightning co-branded life vest with his name and jersey number on it, and I promised to make one for any other player who bought a Sea-Doo. The majority of players bought a Sea-Doo. The NHL was shut down during COVID, and when they reopened the Lightning players released a video paying homage to the Mighty Ducks where they all rode their Sea-Doos in a flying V as a team hype video. The post was shared by the NHL, ESPN, Spittin Chiclets, every player, and became an ultra-viral moment. We could not have predicted that the Lightning would then go on to win 2 consecutive Stanley Cups, and the boat parade would include most of the team riding their Sea-Doos hoisting the cup above their heads. The photos from this parade were so iconic that several people would end up getting them tattooed on their bodies. We measured a 22% year-over-year lift in media outlets referring to our products as Sea-Doos instead of jet skis. A small investment that turned into a cultural moment.

My role

I saw the opportunity, found a creative solution, and moved quickly while there was relevance. I negotiated deliverables and managed the relationships and experience for players working with Sea-Doo. I also created one of the custom life vests for the executive team to ensure there was internal excitement around the value of moving quickly.

Results

• Sea-Doo became the vehicle of choice for the back-to-back Stanley Cup victory boat parades
• Highest ROI initiative to my knowledge in BRP history
• 3B PR impressions, 50M+ social media impressions
• Directly sold 20 Sea-Doos, indirectly supported sales in the world's fastest-growing Sea-Doo market
• 22% year-over-year increase in people saying "Sea-Doo" instead of "Jet Ski"