• by Karl Greenberg , December 23, 2010

Social is central to a new campaign from The National Hockey League. The campaign, starting this week, puts Facebook into the New Year's Day broadcast of the 2011 Bridgestone NHL Winter Classic, to be played in Pittsburgh between the Penguins and Washington Capitals.

The promotion, called "Watch And Win" dangles sponsor-company goods, such as Honda's CR-Z sport hybrid coupe, and trips for four to both Universal Orlando Studios and the 2011 NHL All-Star Game.

Consumer -- they must be U.S. residents -- must sign up at NHL's Facebook page and click on the appropriate tab. Then, according to the League, during the game winners will be selected on Facebook with notification via the social network's text system. Also, NHL will phone the winner to ask questions related to the broadcast. If the winner answers the questions correctly he or she gets one of the big prizes.

Another program for both Canadian and Americans gives prizes to those who follow the league on Twitter on January 1.  The campaign was developed in partnership with RocketXL, a leading North American social media marketing agency.