The New Year saw the National Hockey League (NHL) team up with official partner Pepsi for a free-to-play weekly pick ‘em game called ‘The Pepsi Zero Sugar NHL Goalie Challenge’ hubbed on a bespoke website.
The game’s digital home, which is refreshed in real-time, features all NHL starting goalies for the games each Tuesday as well as their relevant statistics. Every week, hockey fans across Canada and the USA are invited to play by choosing three NHL goalies to either get a win, rack up the most saves, have the fewest goals scored against them and for bonus points, fans are invited to select one goalie they think will earn a shutout by dragging a Pepsi Zero Sugar can onto the goalie. Each week, the fans who earn the most points will win prizes.
Players compete for a range of hockey- and brand-linked prizes: which range from NHL regular-season game tickets, to NHLShop.com gift codes, signed NHL items and even a trip to the 2023 Stanley Cup Final).
‘The Pepsi Zero Sugar NHL Goalie Challenge’ – available on mobile and desktop – was released at the start of the year and the first contest night of the interactive weekly league/sponsor game was 17 January. The top finisher from each of the three periods (17 January to 12 February, 13 February to 19 March and 20 March to 13 April) will win two tickets to any NHL game. During the fourth ‘overtime’ period (Rounds 1 and 2 of the Stanley Cup Playoffs) the winner will win a trip to the Stanley Cup Final. Plus, regardless of winning each period, fans have a chance to also win a NHL Shop gift code each week with winners selected by random drawing.
Fans can also create their own leagues with friends or join the ‘NHL Fantasy on Ice’ group (league code: KN40TY).
The immersive gaming campaign was promoted through a digital first campaign running primarily across brand and league owned online and social platforms (including Facebook, Instagram and Twitter) backed by a paid digital push and on franchise channels too.
Want to win game tickets, @binnnasty signed pucks and more @NHL prizes? Join the Pepsi Zero Sugar NHL Goalie Challenge for your chance! Enter and view end date and rules here: https://t.co/QlhZNgwhq1 NO PURCH. NECESS. Void Where Prohibited. US/DC/CAN res only, age of maj.+. pic.twitter.com/CWxS8VOE6T
— Pepsi (@pepsi) January 17, 2023
NHL fans can test their goalie knowledge with the new Pepsi Zero Sugar NHL Goalie Challenge. Click here for details on how to play. https://t.co/JcfhRBfOSN
— NHL.com (@NHLdotcom) January 12, 2023
Comment
This fan engagement contest promotion seeks to keep hockey loving consumers interacting with the brand through the second half of the 2022/23 season.
It follows in the footsteps of other recent Pepsi NHL activations such as 2022’s eco focused ‘Trash Talk’ campaign.
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