Lost Logo Challenge
Reebok sponsored a contest known as the "NHL Winter Classic Reebok Lost Logo Challenge," which challenged fans to find the one player on the ice without a Reebok logo on the back of his jersey. The player without the logo, therefore the correct entry to the contest, was Dustin Byfuglien of the Blackhawks. All RBK Edge sweaters have a Reebok vector logo near the top of the jersey above the player's nameplate, but this one jersey had no logo stitched in that position. Each person attending the game was given binoculars and was able to enter the contest by cell phone; television viewers could enter the contest online. Entries were accepted through the first two periods, at which time two winners, one inside Wrigley Field and one home viewer, were selected from those who chose the correct player. Each winner received an identical prize: a trip to a Stanley Cup Finals game and a $1,000 gift certificate to NHL.com.
Read more about this topic: 2009 NHL Winter Classic
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—Jean Baudrillard (b. 1929)