Client: Minnesota Wild
Matt Majka, President
Mitch Helgerson, SVP, Marketing and Ticket Sales
John Maher, VP, Brand, Broadcast & Production
Matt Minnichsoffer, Manager, Web and Creative Services
Bridget Johnson, Senior Marketing Manager
Phil Ervin, Digital Managing Editor/Content Strategist
Maggie Kukar, Senior Manager, Broadcasting and Production
Paul Loomis, Manager, Game Presentation
Aaron Sickman, Media Relations Director
Agency: Olson
Tom Lord, Creative Director
Corey Price, Designer / Art Director
Derek Pletch, Copywriter
Jeremy Pinches, Account Director
Meredith Engelen, Associate Strategy Director
Ryan O’Hara Theisen, Integrated Production Director
Abby Stavig, Sr. Producer & Line Producer
Kirsten O’Callaghan, Sr. Producer
Steve Peckham, General Manager/SVP, Olson Engage
Caroline Geiser, Account Director, PR
Abby Kiefer, Associate Project Manager
Production Company: Olson
Ryan O’Hara Theisen – Director
Cody Brown – Editor
Post:
Music – Marmoset
Recording Studio + Mix – Echo Boys
Color Correction – MPC NY through Ditch
Crew:
Chris Hadland – Director of Photography
Steve Speers – Director of Photography
Michael Welsh / Sky Candy Studios – Drone + Operator
Nathan Armstrong – Assistant Camera / VTR
Chris Savage – Assistant Camera
Matt Muegge – Gaffer
Jeff Fischer – Grip
Bill Draheim – Grip
Jesse VanDenElzen – Production Assistant
Camera Rental – Cinemechanics
Grip Electric Equipment – Cinequipt
Synopsis:
ICF Olson recently partnered with NHL team, the Minnesota Wild, to create a heartwarming and unique campaign for their upcoming season, aimed at bringing together their diehard fans, engaging new fans, and overall, creating a stronger sense of community. ICF Olson understood that in order to do this, they needed to find a shared passion amongst all Minnesotans, and leverage this commonality to strengthen their connection and loyalty to the Minnesota Wild team.
The result was “This Is Our Ice” – a campaign that went beyond marketing and built an entirely new tradition: inviting people from all over the state to bring their own water – whether from a local lake, pond or stream – to create the new ice surface at the Xcel Energy Center for the Minnesota Wild players to play on throughout the season. ICF Olson understood that Minnesotans, coming from the land of 10,000 lakes, truly revere the state’s water and this new tradition would honor those lakes, ponds and rivers, while providing fans with a unique opportunity to feel as if they were contributing directly to their favorite sports team.
The campaign ran across broadcast TV, pre-roll, paid social, display banners, in-arena, arena OOH and PR. Additionally, attached are stills from the event this past weekend, where 2,500 fans from across the state brought in their own water for the ice surface at the Xcel Energy Center, as well as a map of Minnesota, showing all the areas from which the Wild received water.