The NHL supports playoff tweetups across North America

Corporate Social Media Case Study: The National Hockey League

As the NHL playoffs approached, a couple fans on Twitter reached out to Michael DiLorenzo (@umassdilo), the NHL’s Director of Corporate Communications, suggesting they host a tweetup to celebrate the start of the tournament.

What began as a suggestion of a single event in NYC grew into a bunch of simultaneous tweetups across North America, a unique hash tag (#NHLTweetup), and a central, fan-created NHLTweetup.com. The NHL sent goodie bags and prizes to several of the first locations to sign on, and sent the Stanley Cup to make a special appearance at the New York event.

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