Back to Work

Labatt: Pond Hockey Event

Enjoying a cold one with Labatt

This annual event on Buffalo’s Lake Erie serves as a great way to promote the client’s Real Hockey brand proposition, not to mention the region’s love of ice hockey and Canadian beer. Now in its fifth year, more than 1,000 players compete on four rinks at Erie Basin Marina. Blog traffic, social media and word of mouth have helped grow this “one-off” event into a three-day party that sells out within minutes each year.

In addition to videotaping the matches for posterity, we host a championship celebration unlike any other.

Men playing hockeyMen playing hockeyMen playing hockeyMen playing hockeyMan holding trophy aloft

Key brand as friend driver: connecting

Labatt’s knows that meaningful relationships require real connections. Each year, the brand reaches out to its fans via social media to build anticipation, then takes the relationship real-world for three days of friendly competition among the ice hockey community.

About Brand as Friend Learn more about Brand as Friend

Artboard 1




Pond Hockey Event



Like what you see? Let's connect. Open Contact Form

Back to Work

Back To Top

Thank you for your submission, someone from EMA will contact you shortly. You also now have access to all premium content on

Thank you for your interest in EMA insights and emails. You now have access to all premium content on Close this window, and your document will be available to download.

Thank you for your submission. As a subscriber, you now have access to all premium content on this site. Be sure to visit regularly to download new articles and ebooks.