PEPSI NHL ALL-STAR FAN FAIR WEEKEND

Smiling performer holding a microphone in front of a Pepsi-branded Toronto game show set.

Driving Fan Engagement: Scoring Big at The NHL All-Star Fan Fair

Fresh off the launch of its bold new logo, Pepsi hit the NHL All-Star Weekend Fan Fair with a bang, giving fans the chance to go head-to-head with their hockey heroes, including: NHL players Brock Boeser and Sam Reinhart, as well as PWHL players Marie-Philip Poulin and Natalie Spooner.

When it comes to turning up the fan excitement beyond the rink, Pepsi doesn’t hold back. The Pepsi Puck Stop featured three exhilarating skills challenges: Skeepuck, Shufflepuck, and Sip Tac Toe. Top scorers earned coveted spots on live leaderboards, igniting friendly competition among attendees.

Our Mission: Amplify and Engage

Our goal was to show fans that Hockey is Better with Pepsi. We accomplished this through electrifying influencer collaborations and non-stop social content.

Influencers Take Center Ice

We partnered with renowned hockey fanatic and SDPN podcaster Adam Wylde to host The Pepsi Puck Stop and share the excitement on social media. Fans reveled in the opportunity to meet and compete against hockey influencers Zac Bell, Pavel Barber, and Nick Weston, who showcased their skills while giving followers an insider’s look at the action.

Capturing Memorable Moments in Real-Time

Every exhilarating second was captured and transformed into custom Pepsi-branded content that exploded across social media, extending the event’s reach far beyond the Fan Fair.

The Impact: Fans Racking Up Goals of Excitement

The result? Pure hype. Hundreds of fans showed up, fuelled by real-time posts, influencer shout-outs, and player appearances. Live social coverage, high-profile influencers, and relentless media buzz ensured that All-Star Weekend was not only seen but felt, online and on-site.