{"ok":true,"trend":{"id":644519,"platform":"mastodon","region":"global","key":"the nhl is skating on thin ice by cozying up to booktok https://www.fastcompany.com/91616277/the-nhl-hot-for-hockey-camp","title":"The NHL is skating on thin ice by cozying up to BookTok https://www.fastcompany.com/91616277/the-nhl-hot-for-hockey-camp","url":"https://www.fastcompany.com/91616277/the-nhl-hot-for-hockey-campaign","first_seen":"2026-10-01T19:24:34.691390Z","last_seen":"2026-10-01T19:24:34.691390Z","last_rank":1,"peak_rank":1,"last_volume":2,"peak_volume":2,"seen_count":1,"score":0.71859375,"category_hint":"sports","section":"sport","category":"sports","summary":"The National Hockey League is leaning into BookTok, TikTok's romance-reading community, with a new marketing campaign aimed at the audience behind the surge of hockey-themed romance novels. Fast Company argues the league is taking a risk by aligning its brand with a fandom known for obsessive scrutiny. The campaign draws on the 'hockey romance' book trend, which has turned players into fictional heartthrobs and brought new, largely female fans to the sport.","why":"The NHL is launching a marketing campaign targeting BookTok's hockey romance fandom, and commentators see both opportunity and brand risk in the move","tone":"mixed","entities":["NHL","BookTok","Fast Company"],"summarized_at":"2026-10-01T19:25:34.040950Z","meta":{"tag":"sports","via":"scan","kind":"status","lang":"en","instance":"mastodon.social","tag_uses":982},"nw":null,"promo":null,"kind":null,"importance":null,"hidden":false,"hide_reason":null,"judged_at":null,"title_en":"NHL courts BookTok readers with hockey romance campaign","section_name":"Sport","category_name":"Sports","timeline":[{"captured_at":"2026-10-01T19:24:34.691390Z","rank":1,"volume":2}],"posts":[{"platform":"mastodon","url":"https://www.fastcompany.com/91616277/the-nhl-hot-for-hockey-campaign","author":"fast_company@robot.villas","title":null,"snippet":"The NHL is skating on thin ice by cozying up to BookTok https://www.fastcompany.com/91616277/the-nhl-hot-for-hockey-campaign # Business # Marketing # Sports","posted_at":"2026-10-01T16:00:00Z","likes":2}],"elsewhere":[],"window":"7d"}}