---
title: Ice Keepers | 4th Hashtag Sports Awards
description: The Hashtag Sports Awards recognize excellence in fan and consumer engagement across sports entertainment content, campaigns, and creators.
image: https://www.hashtagsports.com/hubfs/awards/shortlist-2022/ice-keepers.jpg
---

### 🎉 2022 Shortlist

##### Ice Keepers

**Entrant: **Madison Square Garden Sports Corp.

Winner 🏆

- Best Branded Content or Series

###### Share:

[** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2022%2Fice-keepers) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2022%2Fice-keepers&text=Ice+Keepers+%7C+4th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2022%2Fice-keepers)

![ice-keepers](https://www.hashtagsports.com/hs-fs/hubfs/awards/shortlist-2022/ice-keepers.jpg?width=2434&name=ice-keepers.jpg)

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
- Budlight
- 160over90

**Credits**

[**Marysa Fernicola**](https://www.linkedin.com/in/marysa-fernicola-8592aa20/)  
Sr. Manager, Account Management  
Madison Square Garden

[**Kevin Collins**](https://www.linkedin.com/in/kevin-collins11/)  
Sr Marketing Manager  
New York Rangers

**[Tony Muller](https://www.linkedin.com/in/tony-muller-4bb5b57/)  
**Creative Director  
Madison Square Garden

[**Joseph Barnes**](https://www.linkedin.com/in/joe-barnes-96aa2931/)  
Director Sports Marketing, Bud Light  
Anheuser-Busch

[**Emily Velez**](https://www.linkedin.com/in/emily-velez-5264a2143/)  
Associate Brand Manager, Bud Light  
Anheuser-Busch

**[Walter Van Eyken](https://www.linkedin.com/in/walter-van-eyken-6050214b/)  
**Sr Manager of Sponsorships  
Anheuser-Busch

[**Brenna Dykta**](https://www.linkedin.com/in/carti-payne-43b900b7/)  
Sr Account Manager  
160over90

[**Carti Payne**](https://www.linkedin.com/in/carti-payne-43b900b7/)  
Account Coordinator,  
160over90

**[Kelsey Philpott](https://www.linkedin.com/in/kelseyphilpott/)  
**Sr Director Marketing Strategy  
Madison Square Garden

[**Jessica Isner**](https://www.linkedin.com/in/jess-isner-3853b231/)  
Manager Digital Content  
Madison Square Garden

[**Sean Pezzulo**](https://www.linkedin.com/in/seanpezzulo/)  
Associate Creative Director  
Madison Square Garden

**[Rami Levi](https://www.linkedin.com/in/rami-levi-73341b22/)  
**Associate Creative Director  
Madison Square Garden

[**Will Baker**](https://www.linkedin.com/in/will-baker-03a38799/)  
Shooter/Editor  
Madison Square Garden

[**Kyle Dorony**](https://www.linkedin.com/in/kyle-dorony-52b28710a/)  
Shooter/Editor  
Madison Square Garden

**[Bari Chavis](https://www.linkedin.com/in/barichavis/)  
**Senior Designer  
Madison Square Garden

[**Andy Koniuch**](https://www.linkedin.com/in/andrew-koniuch/)  
Designer,  
Madison Square Garden

[**Dave Conlogue**](https://www.linkedin.com/in/dave-conlogue-50a2347/)  
Director Creative Operations  
Madison Square Garden

**[David Eno](https://www.linkedin.com/in/david-eno/)  
**Director Marketing Production  
Madison Square Garden

**[Dylan Kramer](https://www.linkedin.com/in/dylan-kramer-206b0123/)  
**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](https://no-cache.hubspot.com/cta/default/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89.png)](https://cta-redirect.hubspot.com/cta/redirect/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89)