VOL 27 ISSUE 26, July 6, 2026
Main caption: The Boston Bruins’ social media team traveled to the set of “Off Campus” in Vancouver, Canada, during NHL Draft weekend to collaborate with actor Belmont Cameli. Together, they created engaging social media content inspired by Cameli’s fictional role as a Bruins prospect in Amazon Prime Video’s hit series.
The National Hockey League’s (NHL) Entry Draft took place June 26-27 at KeyBank Center in Buffalo, ushering in a new generation of talent and welcoming 224 players to the NHL.
For the Boston Bruins, the NHL team owned by Delaware North Chairman Jeremy Jacobs, the weekend also marked another high-profile collaboration. Capitalizing on the popularity of hockey-centered television shows, the Bruins recruited actor Belmont Cameli, star of Amazon Prime’s “Off Campus” (based on the book series by Elle Kennedy), to create content celebrating the team’s draft weekend.
In the streaming service’s most-watched original series, Cameli portrays Garrett Graham, a star center for the fictional Briar University hockey team and a Boston Bruins draft prospect.
Wearing a Bruins No. 44 “Graham” jersey, Cameli provided an assist to the Black & Gold, announcing the trade of the club’s first-round pick at the 2026 NHL Draft and appearing in several features across the Bruins’ social media channels.
The collaboration was a success, generating significant engagement across social platforms. The Bruins led all NHL clubs with 2 million total engagements during draft weekend.
The Bruins’ first video featuring Cameli became the most-engaged Instagram post in franchise social media history and the most-engaged and most-viewed TikTok in team history.
The collaboration also caught the attention of Entertainment Tonight, which highlighted it on its Instagram account, reaching an audience of 7.5 million followers.