The Boston Bruins Response

The video below is a great example of what never to share on the internet.

Why is this important?

Within 18 hours the Boston Bruins PR team put this video together and shared it on NHL.com.  What an amazing idea and execution.  The Boston Bruins acted like a human and turned a very negative incident into a positive.

“The less your business seems like a business, the easier it is to love.”