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NHL courts BookTok readers with hockey romance campaign
Original: The NHL is skating on thin ice by cozying up to BookTok https://www.fastcompany.com/91616277/the-nhl-hot-for-hockey-camp
The National Hockey League is leaning into BookTok, TikTok's romance-reading community, with a new marketing campaign aimed at the audience behind the surge of hockey-themed romance novels. Fast Company argues the league is taking a risk by aligning its brand with a fandom known for obsessive scrutiny. The campaign draws on the 'hockey romance' book trend, which has turned players into fictional heartthrobs and brought new, largely female fans to the sport.
Why now: The NHL is launching a marketing campaign targeting BookTok's hockey romance fandom, and commentators see both opportunity and brand risk in the move
Evidence
- The NHL is skating on thin ice by cozying up to BookTok https://www.fastcompany.com/91616277/the-nhl-hot-for-hockey-campaign # Business # Marketing # Sports · fast_company@robot.villas · 2
API: https://socialmediatrends-api.osmike.com/v1/trends/644519