6K fans personally engaged
with Brand.
Pregame radio show interview with UCHeath physician and staff.
Challenge: How to make cancer relevant to 6,000 hockey fans focused on blood and glory.
Solution: With nearly one in two people diagnosed with cancer at some point in their lives, the odds of knowing someone has battled the disease are great. We developed a series of moments that organically shifted the focus from the ice and gave the fans a chance to reflect. The program ad featured below was part of a larger activation that included: Hockey Fights Cancer t-shirts distributed to nearly 6,000 fans; players and coaches honoring those touched by cancer on jumbotron and Facebook videos; cancer survivor ceremonial puck drop; take a shot at cancer intermission game; and a “blackout cancer” moment of silence when the house lights went down and the action and sounds in the arena paused.
Results:
- Colorado Eagles promoted UCHealth on all social channels.
- Players wore limited edition UCHealth branded lavender jerseys during the game, a color that represents all cancers. Nearly $10,000 raised for the cancer center through a live auction.
- The featured program ad below.