• by Nina Lentini  @Nina_Lentini, February 5, 2009

This month, Pittsburgh's No. 2 sports franchise, the NHL Penguins, are airing 30-second spots aimed at the younger fan who is too busy to actually attend a game.

Instead, the campaign suggests, they can use text messaging, PDA transmission, the team's email newsletter and articles and exclusive videos on the Penguins' Web site in order to "get in the game," per the voiceover. What the ads don't mention is the box office.

Coordinated by Cenergy of East Aurora, N.Y., the campaign targets the 20-something fan who is both accustomed to alternative media and at the same time unlikely to have a long evening free to attend a game. "It also helps with this audience that the Penguins have Pittsburgh's youngest pro roster; the team's top stars are 21 and 22," says an agency representative.

The three spots all show young fans who only appear to be rinkside. One guy, in penguin-like formal wear, is actually at a wedding--perhaps his own. Another is not really in the penalty box, but in his cubicle at work. A third young lady is in her pajamas in her bedroom, not on the team bench. All three wrap up their monologues with: "Because no matter where I am, I'm in the game."

The campaign airs on Pittsburgh's Fox Sports Net and Comcast.