NHL kicks off playoffs with 20+ viewing 'tweet-ups' across U.S., Canada

The National Hockey League is kicking off the 2009 Stanley Cup Playoffs in social media style. The league is promoting and has sanctioned dozens of NHL "Tweet-Up" viewing parties across the U.S. and Canada starting today and going through early next week.

The parties were planned in part to drive community excitement for the playoffs and part to create some buzz around thePORTAL, which is a redesign of sorts of the official NHL site to better showcase playoff content.

For those not familiar with the term "tweet-up," it essentially means a party made up of Twitter users. There is an impressive amount of NHL hockey fans using Twitter (as indicated by Fred Faust's official Hockey Twits database) so the NHL knew that it could capture a good amount of fans for the events. The "satellite" tweet-up strategy was ignited by Chris Lucas and community driven, and officially sanctioned by Michael DiLorenzo, the league's director of corporate communications, who is also largely involved in the NHL's social media strategy and execution. DiLorenzo said that one of the benefits of doing these events has been the opportunies for him and other members of the league to connect one-on-one with enthusiastic fans throughout the U.S. and Canada.

"The playoffs are the most exciting part of the year and these tweet-ups are a way for us to create a really special, real-world experience for people around the start of the Stanley Cup Playoffs," he said. "It has been amazing to connect with fans all over North America who are so passionate about the League and the game."

DiLorenzo leveraged the Twitter service to reach out to contacts in team cities to find organizers for each of the parties. He himself is hosting the NYC party at the NHL Store tonight. Making an appearance? The Stanley Cup itself. Most events will also feature giveways -- including autographed items from your favorite NHL players -- from the NHL and individual event sponsors. The NHL has also provided free GameCenter Live access that evening to organizers so that attendees can easily watch other games during main game breaks.

NHL Tweet-Up cities include Anaheim (Side note: Go Sharks!), Atlanta, Boston, Chicago, Columbus, Denver, Detroit, Edmonton, Hartford, Nashville, Montreal, NYC, Orlando, Philadelphia, Pittsburgh, San Jose, St. John, Regina, Seattle, Toronto, Vancouver and Washington D.C.

"We are the digital League with the most tech-savvy fans," DiLorenzo said. "What better way to help launch a new digital media property than through a tweet-up?"

Visit the official NHL Tweet-Up site to find a party near you! For questions on the overall event follow fan organizers @dani3boyz and @goaliegirl on Twitter.

Yours truly is co-hosting the San Jose NHL Tweet-Up on Sunday, April 19, at Firehouse Grill in San Jose! Come join us!