Mallord-Weise tears and Boorhaves don't typically bleed much. But, if the person was coagulopathic, that could change. Varices can bleed horrifically. I've also seen MASSIVE hemoptysis due to malignancy. It's possible that he could have had an upper GI bleed.
Anyhow, for what it is worth, I have placed a blakemoore tube (with GI on the phone to help with verbal instructions). The reason for the football helmet is that traction is required for the gastric balloon to work if there is proximal gastric/distal esophageal bleeding. The helmet is just one way to ensure traction, but it has the advantage of providing a point of traction that is attached to the patient, especially if they need to be rolled or moved. One down side to the helmet is it make is easier to dislodge the ETT when taking it on or off.