The Opportunity
Kraft Hockeyville is more than a sponsorship—it’s a celebration of community spirit and Canadian hockey culture. Each year, two winning communities are awarded an NHL pre-season game and arena upgrades, but the opportunity went beyond that: how do you amplify grassroots energy into national brand momentum? Fuel Media partnered with SDI to create and execute a real-time social strategy that turned local celebrations into national stories—driving engagement, visibility, and emotional resonance through owned content and community voices.
Strategy
Our approach was designed around live storytelling—balancing pre-planned content pillars with flexible frameworks to react to moments as they unfolded. Key strategic pillars:
01
Maximize organic reach
through hyper-local and emotionally charged content
02
Empower community members
to participate, share, and engage
03
Capture and post in real time
to sustain momentum and celebrate authentic fan moments
03
Create a social system that works
with limited on-the-ground resources
The celebrations may have been local, but the storytelling needed to scale nationally.
Insights & Evolution
The Kraft Hockeyville campaign proved that real-time social doesn’t have to mean chaotic. With the right prep, creative systems, and mobile-ready workflows, a small team can generate big emotional impact and national visibility—even from the smallest towns.
Explore the live experience on Kraft Hockeyville’s socials
