THE FEARLESS FAMILY ZONE. The healthy way for fans to express themselves

Healthcare companies are often looking for ways to tangibly connect with audiences outside of being sick. Blue Cross Blue Shield activated a sponsorship with the Buffalo Sabres where they could engage hockey fans of Western New York with interactive display.

PHOTO SHOOT of local youth hockey players.

The engagement tied in with the brand’s national “Live Fearless” campaign. We created powerful hockey portraits of youth hockey players in NY getting their gameface on. Families want their security of quality health coverage while also having the ability to be themselves. This experiential activation at a high traffic entrance to the Key Bank Center allows hockey fans to be themselves. Including a healthy fit combine, photo booths with hockey props and a video testimony booth where Sabres fans can share their favorite hockey moments for all to witness. The experience faithfully brought the BCBS brand to life.


Where fans create video recordings of themselves sharing their favorite Sabres motions

They received a video email that they could easily share with friends and family on social media.

Additional concepts

Photo booth with props to bring “Decades” themes to life. Momento photos were printed on Decades themed vintage hockey cards

hockey shot: a competitive hockey skills testing fan accuracy

Hall of Fame: An museum experience with Sabres memorabilia throughout the decades