bleacher report - there’s some hockey in you

Gen Z doesn’t watch hockey because they feel like they have nothing in common with it. But this sport is super extra, crazy spicy, and so full of drama that would make Rue from Euphoria blush.

In fact Gen-Z likes so many of the things that hockey’s about, we set out to prove that there’s actually some hockey in them…they just don’t know it yet.

TEXT HOCKEY

We launched an OOH-based text line, teasing anyone who thinks of themselves as “too extra”, “too intense”, “too spicy” or “too loud” to text our hotline. (Yes, 462539 does spell HOCKEY, thank you for asking.) A text bot revealed that there’s some hockey in you, and gave you a chance to win Stanley Cup tickets.

HOT AS PUCK

We teamed up with the hot sauce legends at Cantina Royal to create Hot As Puck, the only sauce as hot as hockey. Used to promote the NHL’s Winter Classic, we challenged fans and influencers to take a hit of the sauce and go without food or water for two minutes (the length of time you’d be in the penalty box.)