Sometimes, the best advertising ideas come from people you don't expect. Ever since the lockout that put a kibosh to an entire season, it has not been the same for the National Hockey League. They needed a spark of an idea, especially since tWWL has not been really THAT helpful in advertising the product. After all, they cast their lot with Comcast / NBC. Maybe an 11-yr old kid would do the trick.
(h/t Barry Petchesky a.k.a. @barryap1 of Deadspin for the tweet containing the photo)