🎉 2022 Shortlist

Ice Keepers

Entrant: Madison Square Garden Sports Corp.

Winner 🏆
  • Best Branded Content or Series



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.


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


  • New York Rangers
  • Budlight
  • 160over90


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

Emily Velez
Associate Brand Manager, Bud Light

Walter Van Eyken
Sr Manager of Sponsorships

Brenna Dykta
Sr Account Manager

Carti Payne
Account Coordinator,

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
Madison Square Garden

Kyle Dorony
Madison Square Garden

Bari Chavis
Senior Designer
Madison Square Garden

Andy Koniuch
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.