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Case Study Details

Labatt Blue’s “Real Hockey” theme aligns two authentic Canadian traditions: ice hockey and Labatt Blue beer. Labatt USA turned to EMA to create an event that personified the brand’s ice hockey legacy and connected with fans in a very unique and public way. EMA developed the Labatt Blue Pond Hockey tournament. Held on Lake Erie, the two-day festival quickly became a popular celebration of hockey and Labatt Blue, drawing legends of fans to the annual event, scoring widespread media coverage and eliciting highly sought-after social media engagement.