The situation
Minnesota is a land of 10,000 lakes. In the winter, those 10,000 lakes become 10,000 ice rinks.
And in a state where winter is seven months long, you can bet that hockey is a pretty big deal.
So when it came time to get Minnesota Wild fans excited about their upcoming season, we found a way to combine both their love of hockey and their love of their state.
The solution
We asked fans from across the state to fill up vials of water from the ponds, rivers, and lakes in their neighborhoods.
Then, we asked them to bring that water to the Xcel Energy Center, where the Minnesota Wild play their home games, and pour it into a Zamboni.
The water in that Zamboni, from all those different places across the state of Minnesota, was then used to help create the ice surface at the Xcel Energy Center—giving a new meaning to the term “home ice.”
The impact
By allowing Wild fans to participate in the creation of their home ice, we did more than
just create an event—we created a ritual. One that made fans feel as much a part of their favorite team as that team is a part of them.
