Perry Cooper

Sandy Carter of IBM. Vivian Rosenthal of GoldRun. Rod Brooks of Stop Hunger Now. These names represent thought leaders who are on the cutting edge of direct marketing strategy—who know how to innovate and integrate—and they'll all be speaking during InterACT!, a Virtual Conference & ExpoOpens in a new window, which will take place online from 10 a.m. to 5 p.m. EST on Aug. 23, 2011.

Video content is a popular fixture on the National Hockey League’s NHL.com and drives a significant proportion of the site’s ad dollars, according to Perry Cooper, SVP-digital media for the League. The NHL devised a unique sponsorship opportunity for BlackBerry around video content during the 2010 playoff season, the BlackBerry All-Access Pregame Show.

Sports marketers measure the engagement of their customers in terms of their "avidity." Avid fans are those who have an emotional connection to the game—people whose interest, enthusiasm and passion for the product defy the norm. From a marketing standpoint, these individuals are dream customers because they are eager consumers of all things associated with the sport. But, there is a catch.

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