When the NHL playoffs get started, there have traditionally been a number of players who give up on shaving until their team gets knocked out of contention. The hope is that they will emerge a month or so after the postseason begins looking like Grizzly Adams and holding the Stanley Cup aloft.
Three seasons ago, some teams that made it into the playoffs began to get their own fans involved in the beard-growing fun, hosting Beard-a-Thons to raise money for local charities. So far, more than $1 million has been raised without any push from a national promotion. It was only a matter of time for a marketer to see an opportunity.
Now comes word that Just For Men Mustache & Beard has become the national sponsor of the program (though they go out of their way to say that women and nonbeard growers can get involved as well). As a result, the Beard-a-Thon will be integrated into Just For Men’s advertising on NBC during the playoffs, according to the release.
For those who can’t (or don’t want to) grow a beard, there is, of course, an app for that.[more]
Just For Men has created a Build-a-Beard (not Build-a-Bear, thank you very much) app that allows users to see what they’d look like with some hair on their face.
The expectation is that with a national sponsor this year, Build-a-Beard donations will likely surpass what has come in over the last three years combined. And Just For Men will gain a few customers along the way (especially once the playoffs are over and folks start ditching their facial hair).
Below, check out the ‘Stachetastic app, for those working their way up to the full beard commitment: