Play Alberta approached AM/FM to create an engaging activation for the 2024/2025 Edmonton Oilers and Calgary Flames season, including the Heritage Classic Fan Park. The goal was to raise awareness of Play Alberta, emphasize their partnership with the NHL teams, and encourage adults to sign up for Play Alberta accounts.

AM/FM developed the “Players Only Experience,” a unique activation where fans could spin a wheel to win prizes like free bets, casino bonuses, and team merchandise. Players who hit the jackpot could enter a replica of the teams’ locker rooms to select a prize. The activation was designed to appeal to sports enthusiasts and thrill seekers, ensuring it was exciting while adhering to responsible gaming practices.

The activation was set up at 10 Oilers games, 10 Flames games, and the Heritage Classic, with each event seeing between 250 to 400 spins per night. AM/FM handled everything from concept development to managing on-site personnel, ensuring a seamless experience across both locations. The activation was scaled up during the playoffs, offering even more prizes and increasing engagement, with spins ranging from 400 to 500 per night.

The success of this activation led to its adaptation for other events, such as the Style Experience through Canada Snowboarding and the Edmonton Elks, showcasing AM/FM’s ability to create scalable, engaging experiences that resonate with fans and drive brand awareness.

Results

Increased Brand Awareness

Successfully raised awareness of Play Alberta among NHL fans.

High Engagement

Achieved 250 to 500 spins per night, with fans actively seeking out the activation.

Enhanced Fan Experience

Provided an exciting, memorable experience that resonated with both Oilers and Flames fans.

Successful Account Sign-Ups

Encouraged adults to sign up for or showcase their Play Alberta accounts to participate.

Scalable Activation

The concept was successfully adapted for other events, demonstrating its flexibility and appeal across different audiences.