ABOUT THIS ENTRY

With the 2020-21 NHL season extending into the summer, Bud Light and Rangers fans were given the unique opportunity to win custom coolers filled with the ice from the MSG rink through an out-of-home and social campaign leveraging the Rangers’ professional Zamboni drivers.

How does this represent “Excellence in Engagement”?

The success of this campaign demonstrates the power of team equities beyond the players. By engaging fans with the personalities of MSG staff and offering the unprecedented opportunity to own a piece of the Rangers ice, this work reached both avid and casual fans and garnered overwhelmingly positive reactions.

Objective: With the Stanley Cup Playoffs starting later than usual, Bud Light wanted to make sure Rangers fans were prepared to celebrate all summer. Bud Light created cobranded coolers for teams across the NHL and NFL with the goal of creating unique and shareable ways of giving them away to fans.

Strategy & Execution: Modern sports fans are always looking for ways to feel closer to their teams. This work not only brought fans closer with its behind-the-scenes video production and back-of-house personnel, but also by offering an exclusive piece of the team that other fans couldn’t receive.

Results:

• Total Entries: 9,357
• Total Impressions: 22.3M
• Total Engagements: 70.4K
• Total Video Views: 1.3M

Production

• New York Rangers
• Budlight
• 160over90

Credits

Marysa Fernicola
Sr. Manager, Account Management
Madison Square Garden

Kevin Collins
Sr Marketing Manager
New York Rangers

Tony Muller
Creative Director
Madison Square Garden

Joseph Barnes
Director Sports Marketing, Bud Light
Anheuser-Busch

Emily Velez
Associate Brand Manager, Bud Light
Anheuser-Busch

Walter Van Eyken
Sr Manager of Sponsorships
Anheuser-Busch

Brenna Dykta
Sr Account Manager
160over90

Carti Payne
Account Coordinator,
160over90

Kelsey Philpott
Sr Director Marketing Strategy
Madison Square Garden

Jessica Isner
Manager Digital Content
Madison Square Garden

Sean Pezzulo
Associate Creative Director
Madison Square Garden

Rami Levi
Associate Creative Director
Madison Square Garden

Will Baker
Shooter/Editor
Madison Square Garden

Kyle Dorony
Shooter/Editor
Madison Square Garden

Bari Chavis
Senior Designer
Madison Square Garden

Andy Koniuch
Designer,
Madison Square Garden

Dave Conlogue
Director Creative Operations
Madison Square Garden

David Eno
Director Marketing Production
Madison Square Garden

Dylan Kramer
Sr Director Account Management
Madison Square Garden