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Bruins Launch Digital Entertainment Network (DEN)

by Staff Writer / Boston Bruins
BOSTON, MA – The Boston Bruins announced today the launch of their new Bruins Digital Entertainment Network (DEN), a network that integrates all of the team's digital, mobile and social assets in a strategic fashion, reaching more than 2.5 million unique fans each month. Through its various channels, the DEN will deliver original, engaging and entertaining content to all Bruins fans that live and play in these digital spaces.

The new network will provide the team's corporate partners with an opportunity to more effectively integrate within the digital fan engagement experience. The team and its partners will also benefit from the network's enhanced social analytics capabilities, powered by a new partnership with digital start-up Umbel (

"Whether in our home arena at the TD Garden or in these newly created digital arenas, we are committed to maximizing and enhancing the experience of our fans," said Bruins Senior Vice President of Sales and Marketing Amy Latimer. "The DEN enables us to further connect with our fans and provide them with creative and compelling content. It also creates new opportunities for corporate partners to be integrated into our social platforms in a cohesive and fan-friendly way."

AT&T ( and Heluva Good! ( have signed on as the network's first corporate partners and will be integrated into the DEN's various channels in their own specific, customized ways.

Below is a closer look at the DEN's portfolio, with additional information available on the DEN's homepage, (

Official Boston Bruins Mobile App, powered by AT&T
( The new Boston Bruins Official Mobile App, powered by AT&T, provides users with live, real-time statistical information during Bruins games, instant alerts for breaking news, team schedules, stats, exclusive videos and the ability to purchase Bruins tickets directly from their mobile device. The app is available now and can be downloaded for free across the three major mobile platforms: iPhone (iTunes), Android (Android Market) and Blackberry (Blackberry App World).

Fans who download the Mobile App have exclusive access to the first episode of the new "The Bear and the Gang" sitcom – which features the team's famous Bear, Brad Marchand, NESN play-by-play man Jack Edwards and TD Garden legend Rene Rancourt – beginning on Monday, March 26 at 1:00 p.m. ET.

"The Bear and the Gang" Series
Since 2009, the popular Bear character has been the centerpiece of the team's successful and award-winning "Bruins Hockey Rules" viral video campaigns. This year, The Bear will be featured in The Bear and the Gang, his very own 80s-style web series, produced by the Bruins and Arnold Worldwide, the team's advertising agency of record. The series provides a glimpse into the everyday life of The Bear and his many friends, all of whom Bruins fans will certainly recognize.

Bruins Head Coach Claude Julien and players Zdeno Chara, Patrice Bergeron, Johnny Boychuk, Andrew Ference, David Krejci, Brad Marchand, Adam McQuaid, Tuukka Rask, Dennis Seidenberg, Tyler Seguin, and Shawn Thornton all make appearances in the show, as well as NESN's play-by-play man Jack Edwards and TD Garden legend Rene Rancourt.

Fans can view the intro of The Bear and the Gang on beginning on Monday, March 26 at 1:00 p.m. ET. The first episode – featuring Brad Marchand, Jack Edwards and Rene Rancourt – will be available exclusively on the Bruins Mobile App beginning on Monday, March 26 at 1:00 p.m. ET.

Pinterest (
"The World's Most Pinteresting Bear" has also launched his very own page on Pinterest, where he pins and comments on all the things he finds entertaining on the web. Followers can engage with The Bear's unique boards where he has posted his favorite pictures of his "Gang," his "Crib," his favorite tattoos and foods, as well as even learn about his previous romantic relationships ("The Ex's") and "Guys Who Owe Me Money." (search: NHLBruins)
On Wednesday, March 21, Bruins players took control of the team's Instagram account, as part of the club's "Instagram Player Takeover" initiative, powered by AT&T. Beginning on March 21 and continuing throughout the rest of the regular season and postseason, a different Bruins player will snap one photo per day and create a caption to be broadcast on the team's Instagram page and across many of the DEN's channels. The photo can be of anything the player chooses. Andrew Ference's unflattering photo of Milan Lucic sleeping on the team plane was the first image in this series and received more than 6,000 ‘likes' and nearly 1,000 shares on the team's Facebook page in less than 24 hours. and averages more than one million unique visitors per month and is ranked as the most trafficked NHL team website in the United States. Meanwhile, the website's TV channel – – averages more than 750,000 video starts per month.

Facebook (,
With more than 1.1 million Facebook fans, the Bruins rank second overall among NHL teams on Facebook, generating many millions of impressions each month. Fans of the team's official page can play the Boston Bruins Fantasy Challenge game, view photos, comment on team news and access a direct link to the team's Instagram feed. New enhancements to the Facebook timeline allow fans to know which of their friends are posting about the team and then comment on these Bruins-related status updates. The Bruins Ice Girls recently launched their own Facebook page with exclusive photos, videos and bios of the current team.

The official TD Garden Facebook page posts behind-the-scenes photos from events, updates and other arena-related content that fans can comment on, like and share with their personal networks.

Twitter (@NHLBruins, @TDGarden)
More than 165,000 fans currently follow @NHLBruins on Twitter for all Bruins-related on and off-ice news and commentary. beat reporter John Bishop – known in the Twittersphere as ^BISH – provides his observations and analysis from practices and games at home and on the road, while the team announces official transactions and updates through their ^BB handle. Fan initiatives, promotions, giveaways, contests and videos are also tweeted out regularly via ^BUZZ and ^TV.

@TDGarden is the official Twitter page of the Bruins' home arena where followers receive updates on concert news, ticket information and general arena information.

Google+ (search: Boston Bruins)
Bruins fans can add the team to their circles on Google+ and receive updates on team news, announcements, photos and videos. The team expects to host "Hangouts" with team personnel with the details of those events to be released at a later date.

Tumblr (
The Bruins Tumblr page is a one-stop shop for Bruins news, feature stories, photos, videos and exclusive audio features in an interactive environment.

TD Garden Check-In's: Facebook ( & Foursquare (search: TD Garden)
More than 350,000 fans have checked-in to the TD Garden via social platforms. In time for the upcoming playoff season, the TD Garden will launch in-arena campaigns to promote check-ins and engage game, concert and special event-goers alike.

Bruins DEN Partner Activation Example: Heluva Good!
The Bruins have partnered with leading sour cream, dips and cheese maker Heluva Good! to produce the Heluva Good! Play of the Week. The Heluva Good! Play of the Week will feature a video clip of the top Bruins highlight from the previous week and will be distributed across the Bruins Digital Entertainment Network every Wednesday. The first Heluva Good! Play of the Week was broadcasted on Wednesday, March 14. Heluva Good! is also integrated in the Bear's "Food" board on Pinterest, as the brand is pinned along with the Bear's other favorite food – salmon.

The 2011-2012 Boston Bruins season is presented by the Massachusetts State Lottery. Fans interested in learning more about Boston Bruins players, or ticket options, should visit the team website at or call 617.624.BEAR (2327).
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