The lucky puck

– An ice hockey experience for the entire stadium and beyond!

Czechs love hockey. In fact, ice hockey is the most followed sport. Brands small and large tap into the emotion, trying to find ways to connect to the Czech national sport. This results in a confusing mishmash of brands and logos. We wanted our client, a long-term partner of the Czech hockey, to stand out.

After the pandemic, when the arenas opened to the public, we had one goal: to bring fans back to the game.

At the beginning of the intermission, our crew threw thousands of foam pucks in the stands.

Fans were challenged to land their puck at the center of the rink. Our presenter then counted down to the start and thousands of pucks went flying, creating quite a stunning visual effect.

And those that couldn’t make it to the stadium could share the experience on our mobile app. In total, every second unique follower of the Extraliga was impacted by the Lucky puck.

40 864

Game downloads

20 000

Participants every season

284 663

Play-off attendance
Vítek Přindiš
Sport Marketing Research