Last season's award-winning History Will Be Made™ campaign will return for the 2011 Stanley Cup® Playoffs but with significantly broader distribution. This year, the National Hockey League (NHL) and the NBC Sports Group have joined forces to distribute the national advertising campaign across the TV, online, radio, print, in-arena, in-store point-of-purchase, mobile and social media platforms of the NHL, NBC and VERSUS as well as additional NBC Universal platforms, such as CNBC and MSNBC.
Last season's History Will Be Made campaign was one of the most successful campaigns in NHL history, driving more than 302 million TV viewers for the 2010 Stanley Cup Playoffs, the most watched in 36 years. The campaign, which featured prominent Playoffs moments from NHL greats Bobby Orr and others, not only drove interest and television viewership but connected with fans on an emotional level and inspired them to create and post their own versions of the TV spots to YouTube, generating more than 2,400 fan-created commercials and more than 8 million total views. For the second straight year, fans will be able to download the music composed for the History Will Be Made campaign from the NHL's Facebook page for fan-generated spots.