5 Lessons Creating Video for an NHL Team

It’s been a fun time over here at Gamma Blast. We’re creating a web series that focuses on the Nashville Predators Hockey Team called “Beneath the Ice” (sponsored by Nissan) where we go behind the scenes with the players as this team works to reach the playoffs.  As we’re gearing up for our next episode, it’s a good time for us to stop and take a moment to discuss how any company can use media to create a deeper connection to their fans.

People may say, “Hey, we’re not the Nashville Predators, how can I make people excited to watch videos about my (seemingly boring, fill in the blank company or service)?”  Well, here are 5 ways that you can tell the video story of your organization in an interesting way:

1. Create memorable moments by using opposites.

It could be interviewing kids about a grown-up topic, or making visual choices that are opposite to the subject, opposites work because they’re unexpected. With the Nashville Predators, their speed can be dizzying. When we shoot in slow-mo, what would be a chaotic scene becomes beautiful and interesting to watch.

2. Using real people can be a very cost-effective way to tell a story, but they need to sound like real people.

With almost every person we interview, including celebrities, we work to get past the pat answers they’ve been trained to give. Some tips include talking to the person about a variety of subjects that include the person’s interests so he’s not only focused on the interview topic. This makes the person feel like they’re involved in a conversation instead of being interviewed.

3. If you don’t think that your product or service is exciting, focus on the buyers of your product/service and what they enjoy.

Remember, Red Bull – a.k.a makers of caffeinated sugar water – has built a brand through media by focusing on what their drinkers like: extreme sports, motorsports and the general idea of pushing the envelope as seen with their sponsorship of the jump from space.  When you focus on your audiences’ interests, they don’t have to be high-dollar pieces. Think of DisneyCollector on YouTube.

All that person does is unwrap kids’ toys. Some of her videos have more than 8 million views.

4. Outline your videos so that there are all of the important parts of a story: characters, setting, an obstacle to overcome/a goal to attain, change of scenery and why people should care.

Once you have a solid story fleshed out, feel confident that people will watch the story no matter what the length. While our first piece for the Preds clocks in at six minutes 43 seconds, many people said that they wished it were longer even though they are watching it on their computers and phones.

5. Drop people into a different world.

There’s no reason to watch if people immediately understand how the story will unfold. Of course, viewers don’t want to work too hard, but you can’t give away the entire story right off the bat. With our first piece for the Preds, we start with subtitled footage with rough audio of David Poile on trade day without a set-up as to what is happening. This draws people into the action. See clip below.