To maximize fan excitement and participation, Bridgestone handed out complimentary replica Hockey Helmets at their tent in the fan zone outside Busch Stadium pre Winter Classic and Alumni game. The helmets, worn by fans throughout both days, provided profile for Bridgestone branding and sponsorship.
Creative Hype worked collaboratively with Bridgestone and the NHL to provide end-to-end design and production of 5,000 hockey helmets. The Bridgestone hockey helmets were activated at the fan zone of the Winter Classic, with the mechanics being to use the helmets to achieve brand profile and enhanced participant experience.
Using the Creative Hype helmet as a platform, significant publicity (via both print and social media platforms) was achieved for Bridgestone and their brand partners.