24for24 Shinny Showdown
A 24-hour hockey event that connected fans, drove engagement, and brought theScore Bet’s brand to life. When hockey meets heart: 24 hours of passion, competition, and community.
24for24 transformed an ordinary rink into an extraordinary moment for Canadian hockey fans, merging theScore Bet’s brand with the energy of NHL All-Star weekend. From the first puck drop to the final buzzer, fans embraced the thrill of competition, the promise of big rewards, and the spirit of the game.
See how this project made headlines, read the news articles here.
Building Buzz & Community
From the cityscape rink at The Well in Toronto, 24for24 created a buzz-worthy, immersive experience. The event format, a continuous 24-hour 2v2 game, kept fans engaged and teams coming back. A $5,000 prize fueled excitement, while appearances by NHL alumni like Cujo added authenticity and heart to the event.
Seamless Execution, Lasting Impact
With just two weeks of planning, SDI delivered a full-scale activation: branded jerseys and toques, a player’s bar, digital contests, and live emcee energy. The event sold out quickly, with 48 teams registered, and drew over 1,700 people on-site across the day and night.
Fan Feedback & Future Potential
Fans loved the $5,000 prize, post-game hangouts at the players’ bar, and the sense of belonging from team jerseys and merchandise. Many asked when the next event would be, showing the appetite for more theScore Bet community events that merge hockey culture with unforgettable experiences.