We asked fans to capture all the action of the playoffs with their smartphones, wherever they were watching. We received footage of goals from multiple angles, along with celebrations of victory and deep disappointment. As well as releasing best-of content in real time, we made compilation videos featuring the best moments from every series. This culminated in a 2014 playoffs video, where we picked through tens of thousands of clips to tell the whole playoff story. Clips were broadcast through the NHL's social channels, by the teams themselves, and were even picked up by NBC and broadcast throughout the playoffs.

NHL social communities grew 18% during the playoffs, and the videos received 97 million impressions, with 360 million dollars created in earned media value. And we all got to see a guy dump water on his head when his team won.