The NHL is looking to embrace social media in the same way that competing sports leagues have, and the league's new commercial with adidas, 'What if Hockey...', shows that desire. The commercial is based around the mantra of "Here to Create," and it features some of the NHL's biggest superstars engaging on social media in creative ways.
The What if Hockey... campaign is highlighted by Edmonton Oilers forward Connor McDavid, Dallas Stars forward Tyler Seguin, and San Jose Sharks defenseman Brent Burns, three stars in the league. It begins with McDavid finding inspiration for a scoring move on Instagram, and it continues with the three stars posting their own moves and plays through the lens of various social media. The campaign uses smartphone camera recordings, showing the importance that the NHL places on social influence for its stars.
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