Social Media Campaign Gives Penguins a Song to Celebrate | By Elizabeth Bloom | Pittsburgh Post-Gazette
Nicholas Doblick had a goal in mind.
Actually, he had a goal song in mind.
The song, “Party Hard” by the long-haired, hard-rocker Andrew W.K., seemed to be a perfect fit for the Penguins’ post-goal celebrations at Consol Energy Center. So last spring, Mr. Doblick started a petition on his blog, psamp.com, short for “Pittsburgh Sports and Mini Ponies,” to inspire the Penguins to adopt it.
The campaign took off. Mr. Doblick, a bartender from Sutersville who now lives in Brooklyn, used Twitter and YouTube to promote his cause, and Andrew W.K., whose full name is Andrew Wilkes-Krier, offered online support, too. As other fans started to tweet their support, the team took notice.
“By the time we got to the season, it was about one out of every 100 tweets,” said Andi Perelman, the Penguins’ manager of new media. “We’ve had 33 million impressions on Twitter and the Internet since it started.”
Goal accomplished: On Oct. 29, “Party Hard” became the team’s goal song during a game against the Buffalo Sabres. The Penguins honored their new musical signature Wednesday by bringing Andrew W.K. and Mr. Doblick to Consol Energy Center for a game against the New York Rangers.