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Octopi Hockeytown campaign returns

Lucky fans who use the Instagram hashtag #OctopiHockeytown will appear on Metro Detroit digital billboards

Thursday, 04.17.2014 / 3:45 PM ET / Press Release
By Alex DiFilippo  - Detroit Red Wings Communications Coordinator
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Octopi Hockeytown campaign returns

DETROIT – The Detroit Red Wings announced today the return of the ‘Octopi Hockeytown’ playoff campaign to encourage fans to connect and cheer on the Red Wings as the team embarks on its historic 23rd straight playoff run.

Building off the success of last year’s ‘Octopi Hockeytown’ campaign, which garnered more than 10 million impressions through Red Wings social media, the multi-platform campaign returns to Detroit for the second year with a re-tooled look and even more ways for fans to interact with each other and the team.

Fans are encouraged to use the hashtag #OctopiHockeytown for a chance to see their message on Lucky fans who use the hashtag on Instagram will have an opportunity to see their photo on digital advertisements across the Metro Detroit area, as new fan photos will populate every day on the ‘Octopi Hockeytown’ billboards and advertisements.

In conjunction with the launch of the campaign, the Red Wings will transform the stairs leading up to West Entrance of Joe Louis Arena. Set to be completed on Thursday, the stairs will be decorated with a large graphic of ‘Al the Octopus.’

During Detroit’s journey through the 2014 Stanley Cup Playoffs, Red Wings fans can join the ‘Octopi Hockeytown’ movement by logging on to The website serves as the online hub for fans to show their support for the team and partake in numerous digital campaigns and contests. hosts interactive contests and encourages fans to join the ‘Octopi Hockeytown’ movement by sharing their passion for the Red Wings through social media. The website provides several options for fans to change their cover photo on Facebook and avatar on Twitter to support the team and join the movement.

The popular virtual “Octopus Toss” also returns this season with new features. Red Wings fans can download a photo of an octopus here and “toss” it at their friends by sending via Facebook and Twitter. Last year’s “Octopus Toss” was the most shared post to date in Red Wings social media history. will host contests to give away four ‘Octopi Hockeytown’ T-shirts every day, along with other special prizes. Exclusive ‘Octopi Hockeytown’ merchandise can be purchased here. In addition, exclusive ‘Octopi Hockeytown’ ties and scarves were distributed to the local Detroit media.

All first round playoff games at Joe Louis Arena will feature a giveaway for fans in attendance to create an exciting environment in The Joe. For Game 3 on Tuesday, April 22, the Red Wings will give out 22,000 red glow wands, courtesy of MotorCity Casino Hotel, while rally towels will be issued to the first 22,000 fans for Game 4 on Thursday, April 24, courtesy of Coca-Cola and Meijer and Game 6, if necessary, on Monday, April 28, courtesy of Miller Lite.

Red Wings fans can ‘Octopi’ the Official Red Wings Viewing Parties and cheer on the team with hundreds of their fellow fans while the team is on the road in Boston for the first two games in the opening round of the Stanley Cup Playoffs. The Viewing Party for Game 1 will be hosted at Hockeytown Café in Detroit on Friday, April 18 at 7 p.m. and at Ciccarelli’s Sports Bar on Sunday, April 20 at 2:30 p.m. For more information on the Red Wings Official Viewing Parties, click here.

A limited number of tickets are available for Games 3 & 4 at Joe Louis Arena. Tickets can be purchased at the Joe Louis Arena Box Office (313-471-7575), all Ticketmaster outlets (800-745-3000) and online at


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