Enterprise has released its first-ever documentary film, called “The Road Through Warroad: Hockeytown USA.” The 30-minute film tells the story of Warroad, Minn. — a small town of fewer than 2,000 people that has produced seven Olympic hockey players, five NHL players, and more than 80 Division I college players.
“The idea that there’s this tiny, out-of-the-way town near the Canadian border that has produced so much hockey talent really captured our imagination right away,” said Lee Broughton, vice president, Enterprise North American Brand Marketing. “Our evolving content strategy is all about telling stories that are emotionally rich and moving. It’s part of our never-ending quest to be not just relevant, but deliver stories that pick people up emotionally and help place Enterprise top of mind and heart with consumers. Warroad is just that kind of story, and we jumped at the chance to bring it to life for a national audience.”
The documentary film is Enterprise’s first long-form piece, part of an evolving content strategy focused on storytelling that inspires, according to the company.
“In our various lines of business, we move people literally from place to place,” said Broughton. “This film is one more way for us to move them emotionally, as well, and take them to new places in their hearts and imaginations. We see it as just the first step in an exciting new direction: producing content that creates an experience — that brings the viewer along for the ride.”
The film was created and produced by Cannonball, creative agency of record for Enterprise. It premiered on NBCSN as part of the network’s Hockey Day in America coverage on Sunday Feb. 19. The film will live on NBCSports.com where viewers can watch additional videos and browse profiles of the people featured in the film.
“This story started as a four-minute piece that introduced viewers to Warroad,” said Steve Hunt, chief creative officer at Cannonball. “We found there was so much more to the story viewers would love to see. The fact that NBC Sports views it as compelling broadcast-worthy content is exciting for the brand and the agency.”
Enterprise is dedicating resources to creating stories that tap into the things its customers are most passionate about, with a special emphasis on sports, particularly the brand’s NHL and NCAA sponsorships, music, and travel, according to the company.
“As an NHL sponsor for the past seven years, producing a documentary focused on hockey is a natural fit for Enterprise,” said Broughton. “From here, we will continue to push the envelope and showcase stories that we know our customers will connect with and want to experience across a variety of formats.”