Fansided

NHL Playoffs Snapchat filter allows fans to hoist cup with a playoff beard

By Derek Helling

Jan 16, 2017; Pittsburgh, PA, USA; Washington Capitals left wing Daniel Winnik (26) and Pittsburgh Penguins right wing Patric Hornqvist (72) exchange punches during the second period at the PPG PAINTS Arena. Mandatory Credit: Charles LeClaire-USA TODAY Sports
Jan 16, 2017; Pittsburgh, PA, USA; Washington Capitals left wing Daniel Winnik (26) and Pittsburgh Penguins right wing Patric Hornqvist (72) exchange punches during the second period at the PPG PAINTS Arena. Mandatory Credit: Charles LeClaire-USA TODAY Sports /
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A new Snapchat filter sponsored by NBC Sports gives fans a small taste of what the NHL Playoffs are like for players.

Two traditions associated with the Stanley Cup Playoffs are raising the cup and letting facial hair go wild. A recently debuted NHL Playoffs Snapchat filter allows fans to see themselves in those positions.

According to USA Today Sports, the filter debuted on Thursday. The user will be first given the full beard treatment. Moments later, Lord Stanley’s Cup will appear overhead as if the user was hoisting it in celebration.

The filter acts as a reminder to fans that the Stanley Cup Playoffs are ongoing, but also is in keeping with the NBC Sports’ strategy of courting younger fans. Jenny Storms, NBC Sports’ chief marketing officer, said that NBC Sports would be working with Snapchat to target certain cities.

What that might look like as the postseason continues is partially dependent on which teams advance to the conference finals and then Stanley Cup Finals. It’s also dependent on the success of this filter currently available to fans.

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Snapchat has 160 million daily users, allowing NBC Sports to curate fresh content on a daily basis by region. For instance, NBC Sports could create content themed around the Washington Capitals’ desperate need for a road win in Pittsburgh to avoid a 0-3 hole to the Penguins. That could be released for fans on Monday before the game and promoted in the Washington, D.C. area.

A separate Snapchat filter could be created for the contingency that the Penguins would win Game 3 on home ice Monday night and promoted in the Pittsburgh area on Tuesday. The theme of the content could be a reminder to fans that the Penguins are a victory away from a second-consecutive Eastern Conference Finals trip. It would also act as a reminder that NBC Sports will have Game 4 on Wednesday.

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That’s just one example of the capabilities of this partnership. If the numbers of filter users are strong, expect NBC Sports to utilize Snapchat heavily going forward.

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