Play Alberta

The Challenge
Play Alberta wanted an activation for the Edmonton Oilers home games that were straightforward, engaging, and able to captivate fans within the short windows of time available—pre-game and intermission. The goal was to create a seamless, enjoyable experience that would resonate with the audience and encourage participation.

The Solution
We created the Players Only concept, an interactive and fun activation designed to engage fans over 18 years old. Fans could spin a wheel to win free bets, with Play Alberta members getting an extra spin and the chance to win a locker room tour if they hit the jackpot.

We built custom replicas of the Oilers' locker room, complete with fold-up seats to store larger prizes. Exciting prizes included Oilers merchandise, up to $250 in free bets, and game tickets. Participants chose one of five lockers to reveal their prize, adding an element of surprise and thrill. This successful activation was also replicated for Calgary Flames games to maintain consistent fan engagement.

Execution
Our team managed everything from concept to execution. We onboarded, trained, scheduled, and handled payroll for brand ambassadors, keeping them well-prepared and enthusiastic. We coordinated seamlessly with the Oilers Entertainment Group and took care of the setup and tear down for a smooth, efficient process.

The Challenge
With one of the world’s largest scaffolding jumps as the centrepiece, The FIS Snowboard Big Air World Cup came to Commonwealth Stadium. Partnering with Play Alberta needed an activation that matched the event’s high-energy vibe.

The Solution
We launched Play Mountain, blending the thrill of snowboarding with the chance to win exciting prizes. Fans over 18 could spin a wheel to win free bets, Play Alberta swag, or hit the jackpot and head to Prize Peak. Once there, fans chose a run with clever, on-brand names like Parlay Park and Moneyline Lane, and flipped a sign to reveal their prize. Major prizes included snowboard sets, boards, and boots.

Execution
From the initial concept to the final teardown, our team handled every detail. We ensured our brand ambassadors were ready and enthusiastic and coordinated with event organizers seamlessly.

The Challenge
Play Alberta sought to expand its sponsorships by creating engaging and memorable activations for fans attending CEBL games. The goal was to design interactive experiences that would captivate fans and enhance their game-day experience.

The Solution
Our team developed two unique activations for Play Alberta: Bank Shot for the Edmonton Stingers and Free Throws For the Calgary Surge.

Bank Shot is a Plinko-style game where fans roll a small basketball up a ramp, bank it off the top, and watch it roll down into various prize slots.

Free Throws is a dice game where fans throw dice into a contained space, with the total of the dice corresponding to different prizes.

Both games were custom-made by a local woodworking craftsman, ensuring high-quality, durable constructions that stood out at the games.

Execution
Our team handled every aspect of the activations, from concept development to execution. We designed the games, created corresponding graphic designs and signage, and managed the construction process. We worked closely with a local woodworking craftsman to bring our designs to life, ensuring that each game was unique and engaging.