From the team:

The Tampa Bay Lightning unveiled its new interactive, internet-based marketing tool to fans via email today.  An e-brochure which puts fans right into the game, the piece stars Lightning Head Coach Rick Tocchet, goaltender Mike Smith, forward Ryan Malone and, most importantly, the fan.

“We feel the new e-brochure should really grab the attention of our fans,” Executive Vice President of Sales and Marketing Brad Lott said.  “This is the first time we’ve done something so fun and interactive and we really expect a positive response from our fans.”

An innovative marketing tool being used by the Lightning for the first time, fans must enter their name and phone number before viewing the video. The interactive piece is set after a period during a Lightning home game.  Smith and Malone are seen coming off the ice and sitting at their lockers.  They express their displeasure that the fan isn’t in his/her seat for the game and explain how they can’t win without them.

Tocchet then comes into the locker room to verify that the fan wasn’t in his/her seat and then takes action.  Tocchet picks up his cell phone and calls the viewer, who is prompted to pick up their phone in the video via the in-arena LED board.  Once the fan picks up their phone they will be greeted by Tocchet and told how important it is that they are part of the team.  He then prompts them to “press 1” to be connected to a Lightning representative.

The Lightning contracted Toronto-based Channel 1 Media to provide the design and technical services to make this interactive web-based initiative possible.  The video portion was produced and edited by LightningVision, the Lightning’s in-house production department; while web graphics were art directed by the Lightning’s in-house graphic department and produced by Channel 1 Media.

To view the e-brouchure put the following link into your address bar on a computer with Flash plug-ins enabled:

http://www.channel1media.com/lightning/2009/