RESERVE SEATS
RESERVE SEATS

                                      🎉 2022 Shortlist

                                      Ice Keepers

                                      Entrant: Madison Square Garden Sports Corp.

                                      NOMINEE ✨
                                      • Best Branded Content or Series

                                      ice-keepers

                                      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
                                      Bud Light
                                      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

                                      Celebrate in Las Vegas

                                      Join us for the 4th Hashtag Sports Awards™ presented by Budweiser on the evening of July 12, 2022 at The Cosmopolitan of Las Vegas as we celebrate finalists and reveal the winners of this year's awards live during the show.

                                       

                                      RESERVE SEATS