Sports teams especially have to find creative ways to engage fans during the off-season when games aren't creating natural buzz. One hockey team, the Tampa Bay Lightning, has successfully built an active social media community of over 500,000 followers that's engaged regardless of the time of year. Their social media manager Cavity Kauffman says that capitalizing on obscure holidays has been an unexpected avenue for engagement. "Our digital team has this minor obsession with obscure holidays," she says. "Beverage Day”? Bring it on. Lefthanders Day? We've got plenty. Frankenstein Day, I'm coming for you.