The Edmonton Oilers announced the launch of an online community for kids. Rinksters is a place where children between 6 and 12 can play games, learn about the game and interact with other fans.
Would be interesting to see how using this site would impact future online activity. Would kids move on to start their own site, have a higher tendency to engage with other fans or even contribute to the collection of information and knowledge out there?
Clearly the Oilers are trying to draw in fans of a younger age and get them ready to spend money once they become adults. But this could also be a way to tap into the online activity and behaviour of fans once they mature.
Image from Edmonton Journal.