Chevrolet Experiential Marketing Displays at the IIHF Word Juniors
the project
As an international sponsor of the IIHF World Junior Championship, Chevrolet wanted to create memorable, interactive moments that would connect with hockey fans. In 2019, the goal was to showcase the Chevy Silverado in a high-traffic outdoor space during the tournament in Vancouver. For 2021 — when the tournament moved to Edmonton and ran without live spectators due to COVID-19 — the focus shifted to adding a broadcast-friendly feature that would bring extra energy to the televised games.
What We Did
The Solution
For the 2019 championship in Vancouver, we engineered and built a heavy-duty platform capable of supporting a full-size Silverado, installed just outside Rogers Arena. The platform was wrapped in large-format graphics designed to mimic well-worn hockey sideboards—a subtle nod to the action happening inside.
In 2021, we took a different approach with a behind-the-scenes broadcast activation. A new Chevy Tahoe was outfitted with integrated strobe lighting, synced to the arena’s ice sensors using an Arduino controller. The lights flashed every time a goal was scored: 176 times in total, including 41 for Team Canada. All vehicle systems remained fully intact, and the installation was designed to be completely reversible once the tournament concluded.
Let’s talk ideas
