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Content Marketing, Strategy, Media and Influencer Relations

Hockey IntelliGym

This Israeli based startup has adapted cognitive training technology originally used by fighter pilots to hone the brains of hockey players.


Like the sands in the Negev desert, our mandate with this Tel Aviv based client has evolved over time. The goal has always been to raise awareness in Canada and the US about the impact cognitive training can have on hockey players’ performance and safety.


We love all our clients, but without a doubt this account has been one of our favourites (and not just because we are hockey loving apparatchiks from Soviet Canuckistan). Our work with IntelliGym has given us the opportunity to undertake a host of marketing tactics across many channels. We’ve conducted a number of extensive media outreach programs for this client, and run influencer relations programs to get elite teams in the NCAA and Major Junior to use the product. Our efforts have also included brand journalism and managing digital advertising spending. We’ve even worked with the Ontario Minor Hockey Association to co-create a podcast sponsored by Hockey IntelliGym.


Since signing with Proper Propaganda, IntelliGym’s web traffic has increased 41% annually. Sales have more than doubled (in aggregate) in Canada.

Partly as a result of media coverage playing up the safety benefits of the product, IntelliGym signed a partnership with the world renowned Mayo Clinic

We have generated over 45 media hits in some of the top outlets in the world of hockey. These include traditional media properties such as The New York Times, TSN, WebMD, Sports Illustrated, The Montreal Gazette, The Ottawa Citizen, The Canadian Broadcasting Corporation, ESPN and the Globe and Mail (who ran a story on the front page about the IntelliGym). We’ve also secured coverage in some of the top hockey blogs and websites in the World including Kukla’s Korner, Yahoo, The Hockey Writers and A Hockey Mom in Canada.

Elite teams have used the product as a result of our influencer program. These include the NCAA champion Union College Flying Dutchmen and Major Junior Clubs in Spokane, Regina, Ottawa, Seattle and Portland.


Asteroids on Ice: Video Game Helps Young Players Develop

The New York Times . December 23/13

How an air-combat simulator is honing Canada’s hockey players

Globe and Mail. December 26/13

IntelliGym Helping To Develop Hockey Sense

The Hockey Writers. January 8/14

Ottawa 67s improving their Hockey Sense with IntelliGym

CBC. October 23/13

Medical All Star: The Mayo Clinic Expands Its Focus on Sports Medicine

Sports Illustrated. June 25/14

Hockey Moms should check out the Hockey IntelliGym in the off-season!

A Hockey Mom in Canada. March 16/13

“As an international company, building a presence in Canada, we were glad to have Proper Propaganda pave the way. The team is enthusiastic, articulate, and very effective.”

– Danny Dankner, President


Interested in talking about how we can spread your propaganda far and wide? We’d love to help you alter the existing order, defeat the armies of darkness and foment revolution.

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You can also call us at

(514) 605 9255

(778) 858 2595