In an effort to more tightly integrate the social media atmosphere surrounding the 2015 playoffs both on and off the rink, the NHL launched the hashtag campaign #MyPlayoffsMoment to give fans the chance to share their “perspective” on the game.
Whether from the first row or their sofa, fans were asked to share their moment with the NHL on Twitter using #MyPlayoffsMoment for a chance to have their moment shared on the major sports broadcasts. This opportunity captured a total of 120,000 original pieces of content and 815 million impressions that the NHL then created 71 videos over the span of four playoff games to be broadcasted via television and online channels. What made this campaign even more incredible was the NHL’s loyalty creation and extension through harnessing media and moments that fans were already capturing, in turn rewarding fans for their loyalty to the sport and creating an even stronger emotional connection.