Versus Network: Icecalibur

Objective:

To raise awareness of the new Versus cable network and their NHL game broadcasts

Market:

New York

Solution:

A 6'x6'x6' block of ice was set up at 2 Penn Plaza/ Madison Square Garden. Ten hockey sticks were placed halfway in the ice with the ends jutting out from the sides of the block. Icecalibur contestants were granted 10 seconds to attempt to pull a hockey stick from the ice. Those who were able to remove a hockey stick won a prize. Prizes included hockey sticks autographed by NHL players, tickets to the All-Star game, tickets to the Stanley Cup Finals and a grand prize of $10,000. Brand Ambassadors passed out Versus NHL game schedules and stickers.

Results:

• 5,000 pocket schedules handed out
• 1,000 stickers handed out
• Over 300,000 impressions generated