The Situation


The iconic 2012 IIHF World Junior Hockey Championships was held in Alberta and TELUS in partnership with Hockey Canada wanted to create a mobile web experience that would engage fans right across the country by having lots of information and contests.

The Solution


We created a bilingual mobile web experience that was the go-to resource for hockey fans, providing access to real time schedules, scores, news and team information.

Part of the mobile web experience was the much-debated “Ultimate Team Canada Starting 6″ contest, where hockey fans selected their all-time National Junior Team starting line-up. It was no easy task with fans having to make tough choices between Sakic, Yzerman, Crosby, Lemieux, Lindros and many more. We captured video of Team Canada debating their picks, along with some of the Flames and Oilers players, the TSN hockey panel, and even the Green Men.

TELUS and Hockey Canada used their combined cross media channels to promote the mobile experiences including interactive billboards and in-arena digital signage in Edmonton and Calgary, TV graphic overlays, street teams, SMS, mobile web and social media.