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Sharks Launch Uncharacteristic Marketing Campaign

by San Jose Sharks Staff / San Jose Sharks
The San Jose Sharks have introduced their “Inappropriate, Appropriate” marketing campaign with a collection of TV spots that hope to educate the public on inappropriate and appropriate behavior as it relates to being a Sharks fan.


The series of spots feature Sharks fans displaying their passion for the team during inappropriate situations in public – but what would be considered appropriate behavior at a Sharks game at HP Pavilion.

“We believe our fans are the best in the NHL and they can sometime be a bit over the top in their display of enthusiasm for the Sharks,” said Sharks Executive Vice President of Operations Malcolm Bordelon. “But we love them for that enthusiasm and for being the great fans they are. We wanted to recognize their passion and character while connecting with others who are seeing what being a Sharks fan is all about.”

The TV spots are not the solo marketing voice for the Sharks this season. There are two new billboards on major thoroughfares that show the recognizable faces of Joe Thornton and Evgeni Nabokov. One is located on Highway 101 near University ave. exit and the other on Highway 880 at Montague Expressway.

This is a tactic to extend the reach for Sharks fans throughout the Bay Area by using some of the team’s biggest talent.

There is also a Cinema spot being unrolled at local movie theaters. The “chomp” TV spot can now be found before a new movie begins, accompanied by movie poster cut-outs in the lobby.

These new media elements represent the first time Sharks TV spot creative has included multiple actors on location. There is also a flurry of Sharks ads being spread throughout the internet on geo-targeted magazines, newspapers, and sports’ sites. Even online advertisements have evolved by using “flash”, where the ad banner actually moves around as if animated.

All of these new elements are testament to the San Jose Sharks marketing efforts to “break the mold” and find new customers for hockey.

The TV spots have run on Comcast Sports Net Bay Area, ESPN, ESPN2, Versus, Discovery Channel and SPIKE as well as the local NBC, ABC and CBS affiliates. Bob Kilburg and Associates, the Sharks agency of record, produced the spots.

The spots can be viewed by visiting www.bobkilburg.com
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