With the Stanley Cup playoffs rapidly approaching, the NHL has launched a massive marketing campaign that prompts one question: “Who stole the Stanley Cup?”
NBC anchors, including David Gregory and Jim Cramer, are feeding into the madness in a new 90-second advertisement that details the search for the perpetrators of the fictional crime, otherwise known as the “Cupnappers.”
The trailer will appear in thousands of movie theaters in 48 states across the country, and NBC even released a sketch of the potential suspect.
NHL chief marketing officer Brian Jennings’ goal in the promotion is to present “a lighthearted and playful perspective on our Holy Grail, the Stanley Cup, with the intention to create buzz for the playoffs,” according to Variety.com.
Starting April 1 (April Fool’s Day, nonetheless), comedian Nick Kroll will join the fun by acting as the ringleader of the Cupnapping gang in a new TV spot.
Check out the NHL’s stolen Stanley Cup plug in the video below.