From Product Launch to Must-Share Game Night
An influencer event that turned a collection launch into content creators actually wanted to post — before, during and after the game.
The Moment
A growing consumer accessories brand was preparing to introduce a hockey-inspired collection during a moment of heightened cultural interest in the sport. The challenge was to create genuine excitement and social content without making the experience feel like a traditional product gifting event.
The Move
Designed a two-part creator journey that moved guests from an intimate pregame brand experience into a premium live hockey environment in New York City. The pregame portion introduced the collection and created space for styling and product discovery. The game-night experience added warmups, close-to-the-action seating, food and drinks, and the option to bring a guest — making the activation feel valuable beyond the content requirement.
Making It Happen
Developed the event concept and launch narrative around rivalry, game-night energy and the growing cultural relevance of hockey. Created creator invitations, RSVP language and a confirmation process designed to protect limited event capacity. Built a creator brief that prioritized the product story while leaving room for natural game-night content. Created a repeatable activation model that can be adapted for future cultural moments.
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