CCM Hockey House Boston

Bauer likes to think they’re the big dog on the ice. They even refer to themselves as the home of hockey. But with a nearly even market share, CCM needed fresh legs to get the puck out of the neutral zone. How could we show that, despite Bauer claiming to be the home of hockey, the future of the game actually resides at CCM? We did what any good rival would do: beat the competition at their own game.

Introducing: CCM Hockey House Boston, an immersive fan experience.

After a successful CCM Hockey House year one launch in Toronto, closer to CCM’s home ice in Montreal, we were ready for an away game, We took over one of the coolest residential houses in Beantown - just a few ponds away from Bauer - and built CCM Hockey House Boston, a sports activation experience dedicated to where the game is going. Bringing the best of hockey to one of the world’s best hockey towns, we created a sports fan experience anchored in a future-retro vibe, with every touchpoint designed to show why CCM “feels just right.”

With a more modern, more fun, and more welcoming version of the game, we made the next generation of players and fans feel right at home. We created the ultimate ODR backyard rink the town had ever seen. The next generation of skaters got to learn new skills and put them into action during on-ice on site clinics.We also hosted a three-on-three tourney with skaters from Boston, Toronto and Detroit who were specially selected through an epic retail contest.

Inside the Hockey House, we showed up as the cooler, more fun, more contemporary neighbor with touchpoints like an NHL ‘24 gaming lounge, a barber shop chopping fresh lettuce into clean mullets, and even brought in a top-shelf local comedian who just so happened to be an NHL ref to run a Beantown-style chirping clinic.

The three-day fan activation kicked off with a media and influencer party that brought together some of the biggest personalities in the game, including The Empty Netters, Everything College Hockey and Just Dishin’ creating content on the rink to amplify the experiential sports activation across multiple channels.

On the weekend, we opened the doors to the community, and CCM hosted an unforgettable watch party for a classic Saturday night Bruins vs Habs showdown, played on a giant inflatable screen over the rink. Even Stanley Cup Champion and Bruins Legend Patrice Bergeron stopped by the crib!

Every detail was considered, from our exterior branding featuring Hockey House championship banners to the house’s kitchen, which became a Gatorade hub for refueling. We even turned the garage into a state-of-the-art CCM Innovation shop, showcasing their latest equipment and apparel, including the new Ghost stick; so all guests could see how CCM equipment innovations could power their personal game.

RESULTS

Over 3 days, more than 800 people within the local Boston community came together to experience the CCM Hockey House experiential sports activation. The content generated from this event earned 216K engagements and 5.7 Million+ impressions worldwide; giving this CCM Hockey House community event a global presence.