Here's how the game works: Pick a word from a list of three, then create a drawing so a Facebook friend can guess that word and you can win points. For the ad product, imagine inserting words like "Doritos" or "Coca-Cola" in among "golfer," "bikini" or "fireworks."

The National Hockey League is among the first advertisers to buy terms related to hockey, like puck, Zamboni, hat trick and slap shot, now that the Stanley Cup playoffs are under way. The NHL has been posting some of those drawings to Pinterest.

However, as brands begin to come onboard, Draw Something's popularity with consumers may be waning. Its monthly active users have declined in recent weeks, according to App Data. Daily active users has dropped from 14 million to start April to close to 10 million more recently.