NHL Winter Classic

Brand Transformation & Experiential
Innovating experiences for an iconic brand and its fans

Tapped to reimagine the fan experience and ignite a broader fan base, we developed the Winter Classic, an outdoor stadium event with a return to the games’ roots of “boys on a lake”. Shining a spotlight on the incredible athleticism, drama, and beauty of the sport, this premier annual event ushered in a new era for the league—and set a NHL record with 71,217 fans in attendance!

Like boys skating on a lake…a return to the game’s roots.

125K+
Boost in brand engagement

Created and launched innovative digital, content-based experiences—an entire digital ecosystem and publishing operation — that unlocked new reach and engagement with hockey fans across markets and around the globe. The league’s digital destinations saw a boost of 125% in engagement.

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