NBC Sports launched a Snapchat lens that will give anyone a full playoff beard and an animated Stanley Cup that appears overhead.

“Through Snapchat and the lens, we bring the Stanley Cup ‘into the hands’ of our fans, allowing them to participate with the sport,” Jenny Storms, NBC Sports’ chief marketing officer, told USA TODAY Sports in an email. “Whether your team is in the playoffs or not, this fun and shareable content will keep everyone engaged through the playoffs."

Storms said NBC Sports saw Snapchat and its 160 million daily users as an attractive way to market its NHL playoff coverage.