In year two of Baylor Scott & White Health’s partnership with the Dallas Stars and Jake Oettinger, we transformed Otter into Phenomenotter. We then let Stars fans do the same at home with Instagram and TikTok filters. Fans connected with the campaign right away, spreading the nickname online and creating memes of their own. Phenomenotter has already racked up a potential reach of over 700 million impressions in earned media alone. Fans even petitioned the team to start playing the song during games.