In year two of Baylor Scott & White Health's partnership with the Dallas Stars and Jake Oettinger we transformed Otter into Phenomenotter. Then we let Stars fans do the same at home with an Instagram and TikTok filter. Stars fans connected with the campaign right away, spreading the nickname online and making memes of their own. Phenomenotter has already racked up a potential reach of over 700 million impressions in earned media alone. The Stars even started playing the song to hype the crowd up during games.