NHL Fans Experience The Moment Of A Lifetime With The Stanley Cup

-VR Experience Literally Puts 'The Cup' in the Hands of Passionately Loyal Hockey Fans

LOS ANGELES, March 15, 2017 /CNW/ -- In celebration of the 125th Anniversary of the Stanley Cup, the National Hockey League teamed up with innovative advertising agency R&R Partners (www.rrpartners.com) to create a unique activation celebrating the Cup.

"If This Cup Could Talk" :60 - https://www.youtube.com/watch?v=EaCNOBNltyo

"Perfectly Imperfect" :60 - https://www.youtube.com/watch?v=w9u_AFmlheU

The first of its kind project consisted of two ad spots voiced over by Liev Schrieber and an integration to highlight the most iconic trophy in all of sports history. 

The team at R&R Partners presented the NHL with an entirely brand new concept: Integrating the use of Virtual Reality (VR) and blending it with a truly unique experience – bringing fans an unexpected moment with the Cup!

PPG Paints Arena, home of the Pittsburgh Penguins and current holder of the Cup, served as the venue inviting fans to queue up before and after the game to experience a 20-foot shipping container that housed the VR experience.  Each guest was seated around a small, unassuming black table that housed VR headsets and a tiny replica of the Cup. Fans were given headsets by brand ambassadors and were transported to a VR world compiled of historic Stanley Cup wins, clips of the Cup being hoisted by their favorite players and teams and a final moment with the infamous 'Keeper of the Cup' Phil Pritchard and an opportunity to virtually reach out and grab the Cup.

This is where 'the moment of a lifetime' happens. 

While the fans were inside their VR world, the Keeper of the Cup, Phil Pritchard and the Stanley Cup were actually in the room!  Once situated, he quietly came out from behind a black curtain dressed in his signature jacket and white gloves and replaced the tiny replica cup with the actual Cup on the table in front of them.

The goal: For R&R Partners to capture 'that moment' of the reveal.

And they did just that. 


There were tears – lots of tears! Screams, profanity and of course, complete and utter shock, leaving most speechless. The one thing that was never lacking the entire day was emotion. Proving exactly what the team at R&R set out to achieve, that the Cup holds a deep connection with each and every sports fan – and everyone has a different story of what it means to them.

In total, 91 loyal and passionate fans experienced 'their' moment with the Cup and shared their favorite memories of their team and what the Cup means to them. Guests were allowed to take pictures with the trophy, look for their teams' name inscribed on it, kissed the Cup like that of their favorite player's moments of winning the Cup and even spoke with Phil as if he was an old friend.

Ultimately, R&R succeeded in providing the ultimate fan experience and providing a memory of a lifetime.


SOURCE R&R Partners

For further information: Mindi Black | R&R Partners, P: 310/321.3928, Mindi.black@rrpartners.com, http://www.rrpartners.com

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