It\u2019s been one heck of a year for hockey fandom. Whether it\u2019s longtime NHL fans, anyone glued to games during Team USA\u2019s dual gold medal run during the Olympics, or Heated Rivalry<\/em> die-hards, the sport seems to have suddenly become part of everyone\u2019s daily conversations.<\/p>\n The NHL wants to seize the moment.<\/p>\n Three days after the US men\u2019s team won its gold medal in overtime against Team Canada on Feb. 22, the NHL resumed play with a new marketing push. The campaign, called \u201cChasing Silver\u201d in a nod to the Stanley Cup, was largely designed to speak to new viewers, according to Steve Mayer, president of NHL content and events.<\/p>\n \u201cWe were hoping that a lot of the audience that watched all those Olympic games would then come on over to the NHL\u2026and we felt the \u2018Chasing Silver\u2019 piece of it all was our fun tagline,\u201d Mayer told Marketing Brew. \u201cIt was our way of really promoting tune-in.\u201d<\/p>\n The first spot in the campaign, which ran Feb. 25 during NHL broadcasts on national TV, promoted that day\u2019s double-header matchups: the Toronto Maple Leafs vs. the Tampa Bay Lightning, and the Vegas Golden Knights vs. the Los Angeles Kings.<\/p>\nThe real rivalries<\/h2>\n