FEATURES

'Guardian 30 Match-Up' launched to reveal NHL teams' superheroes

League-wide social media campaign to ignite millions of NHL fans in the ultimate face-off

Wednesday, 12.29.2010 / 11:00 AM ET / Features
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\'Guardian 30 Match-Up\' launched to reveal NHL teams\' superheroes
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Guardian Media Entertainment – the partnership created between the National Hockey League (NHL), SLG Entertainment, LLC and Stan Lee (Chairman, POW! Entertainment, LLC) - today announced the launch of the GUARDIAN 30 MATCH-UP (www.guardianproject30.com).
With the highly anticipated unveiling of the 30 individual Guardians within the Guardian Project, the Guardian 30 Match-Up is a Facebook application that will enable fans to determine the order in which each team’s Guardian will be unveiled. Voting at www.guardianproject30.com will continue throughout January, with fans determining which team will win each match-up. The winners will be revealed daily, beginning with a face-off between the “Penguin” vs. the “Capital” to celebrate the 2011 Bridgestone NHL Winter Classic® match-up on Saturday, Jan.1, 2011.  The last winner will be unveiled on Sunday, Jan. 30, when all thirty Guardians will come to life during a special presentation within the 2011 NHL® All-Star Game presented by Discover in Raleigh, N.C. 4 p.m. ET live broadcast on VERSUS in the U.S. and on CBC and RDS in Canada.
 
Created and developed by Stan Lee, Tony Chargin, EVP of GME Creative Affairs, and Jake Shapiro, each Guardian has been derived from its corresponding hockey team, complete with special powers representative of each team and city.  Every day for the first 30 days in January, the winning Guardians will be revealed at 8pm ET with an exclusive image designed by legendary comic book artist Neal Adams along with their bio.

With an initial plan to reach an all-family audience and narrower target demo of tween boys, GME hopes to bring a new audience to the NHL, while engaging the existing, established hockey fan base through a compelling tale of good vs. evil.  

“Guardian 30 Match-Up is the latest strategic marketing tactic for reaching our core youth demographic of Guardian Project fans and building excitement around the unveiling of Guardians throughout January,” explained Brian Jennings, EVP, Marketing for the National Hockey League, L.P. ”Introducing the Guardians to fans through Facebook, a proven social media platform for engaging NHL fans, is an ideal way to set the stage for the exciting unveiling we have planned during the All-Star Game.”
“Our entire business model is focused on creating content for the ways in which entertainment is consumed today,” added Adam Baratta, GME Chief Creative Officer.
“Social media is a very important medium for reaching and engaging our core demographic which is why this was such an organic initiative for the launch of the Guardian Project brand.”

Fans will be able to vote for their favorite teams and learn about the Guardians at www.guardianproject30.com and by going to the “GP Vote Now tab of www.facebook.com/NHL.

In addition to heavy social media outreach, Guardian Media Entertainment (GME) will drive awareness and exposure for the Guardian 30 Match-Up through the airing of promos in NHL arenas, on the NHL Network™, on VERSUS and on NHL.com, etc.

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STANDINGS

EASTERN CONFERENCE
  TEAM GP W L OT GF GA PTS
1 p - WSH 82 56 18 8 252 193 120
2 x - PIT 82 48 26 8 245 203 104
3 y - FLA 82 47 26 9 239 203 103
4 x - NYR 82 46 27 9 236 217 101
5 x - NYI 82 45 27 10 232 216 100
6 x - TBL 82 46 31 5 227 201 97
7 x - PHI 82 41 27 14 214 218 96
8 x - DET 82 41 30 11 211 224 93
9 BOS 82 42 31 9 240 230 93
10 CAR 82 35 31 16 198 226 86
11 OTT 82 38 35 9 236 247 85
12 NJD 82 38 36 8 184 208 84
13 MTL 82 38 38 6 221 236 82
14 BUF 82 35 36 11 201 222 81
15 CBJ 82 34 40 8 219 252 76
16 TOR 82 29 42 11 198 246 69

STATS

2015-2016 REGULAR SEASON
SKATERS: GP G A +/- Pts
K. Palmieri 82 30 27 3 57
A. Henrique 80 30 20 10 50
T. Zajac 74 14 28 3 42
M. Cammalleri 42 14 24 15 38
D. Severson 72 1 20 -8 21
R. Boucher 39 8 11 -13 19
D. Schlemko 67 6 13 -22 19
J. Moore 73 4 15 -12 19
A. Larsson 82 3 15 15 18
J. Blandisi 41 5 12 -14 17
 
GOALIES: W L OT Sv% GAA
C. Schneider 27 25 6 .924 2.15
K. Kinkaid 9 9 1 .904 2.81
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