Bruins Launching Digital Network

From D.C. Denison of the Boston Globe:

The Boston Bruins are launching an ambitious effort Monday to bundle all of their digital, mobile, and social online assets under one umbrella brand, so the team and its fans will more easily tweet, friend, and pin each other.

The new Bruins Digital Entertainment Network will include more than a dozen properties, including the team’s Facebook and Pinterest pages, Twitter accounts, a mobile app, and a YouTube video channel. The team is also planning to use the network to better understand the digital habits of its younger fans, who are heavy users of the Internet and mobile devices, and to develop new marketing and sponsorship initiatives.

“This is a recognition that the Bruins are really a media company,’’ said Amy Latimer, senior vice president of sales and marketing. “We generate so much original content, on so many channels, that it makes sense to pull it all together.’’

Latimer said the goal of the network, in planning for nearly a year, will be “to get our content to our fans, in whatever way they want to get it.’’


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