Two years ago, NBC and the NHL promoted the Stanley Cup playoffs by delivering cupcakes decorated with the participating teams' logos to athletes, celebrities, media members and other "social influencers."
Last year, it was logoed, puck-shaped cakes.
This year's wrinkle is more ambitious.
The network and league this week are distributing 32,768 chocolate bars - dubbed "Lord Stanley's Cup Diddly-Umptious Bracket Bar" - not only to hand-picked people and companies but also to ordinary fans, mostly in the playoff teams' markets.
The gimmick is that each bar's wrapper has one of the possible playoff bracket combinations. The one that reflects what unfolds in real life will earn the owner of that wrapper a trip to next season's All-Star weekend.
Also, four fans who receive chocolate bars that include a silver ticket will win a trip to Game 3 of this year's Cup Final.
Bars will be distributed to fans in various locations, including the NHL Store in Manhattan.