As a social networking manager, trending topics are a big part of my day. Many times they’re silly and insignificant. Sometimes, they represent the pulse of our planet. You can see what major events are being discussed, tributes to influential figures that have passed and a whole lot of support for Justin Bieber (I don’t want the Beliebers to come after us, hence my decision not to lump that one in with silly and insignificant). Today I began to see some buzz about Anaheim Ducks goaltender Jonas Hiller and his special Movember mask.

Never heard of Movember? Not a fan of the NHL? It’s okay. you can still get behind this story. Movember is a month-long effort to raise awareness, as well as funds, for men’s health issues by sporting everybody’s favorite facial hair: the mustache.

Hiller wanted to be able to contribute to the cause, so he came up with the idea for a Movember goalie mask that could be auctioned off after he wore it. The mask features black and white portraits of his teammates, each with a mustache painted on. On the back is Hiller himself, rocking his own goofy mustache and facial expression to match.

Sure, I’m sharing this with you because I love hockey, facial hair and it seemed like a funny thing to write about. It is. It’s also a great example of how you can use trending topics and current events to garner attention for your business or brand. You may have never heard of Movember or the name Jonas Hiller. You may only know of the Ducks from watching the trilogy that inspired the name of the team. However, I would suggest checking your pulse if you don’t get a chuckle from seeing the images of the players with their ‘staches. It went from being a novelty promotion for a good cause to a story buzzing across the internet. Keep your eyes and ears open for the next trending topic or current event you can get involved with!