1. Brainstorming
I will gather my team and rapidly generate ideas without judgment. Here are some starting points:

Theme Ideas: Winter Wonderland, Retro Hockey Night, Hockey Heroes Night, Future Stars Showcase.
Engagement Activities: Fan meet-and-greet with players, autograph booths, interactive photo zones with team mascots.
Sponsorship Tie-ins: Logo placement on jerseys, branded merchandise giveaways, sponsored halftime challenges.
Audience Rewards: Raffle prizes like tickets, signed memorabilia, or a trip to a championship game.
CSR Element: A portion of proceeds donated to youth hockey programs or community charities.

2. Mind Mapping
I will start with the central idea: Sponsored Hockey Game. then branch out into key areas like Theme, Activities, Promotion, and Community Impact.

Example Map:
Sponsored Hockey Game

Theme: Retro Night, Kids’ Day Out, Corporate Partners Celebration.
Activities: On-ice games during breaks, audience contests, celebrity puck drops.
Promotion: Social media campaigns, local radio ads, influencer collaborations.
Community Impact: Fundraising for local causes, free tickets for underprivileged kids, a post-game charity dinner.

3. Morphological Box
I will then create a table with different elements of the event and combine them to generate unique ideas.

Aspect Options
Theme Retro Night, Winter Carnival, Future Stars Showcase
Audience Activities Autograph booth, virtual reality hockey experience, "Shoot the Puck" contest
Promotion Branded giveaways, social media challenges, influencer partnerships
Community Tie-in Charity raffle, donations to local hockey programs, meet-and-greet with community leaders
Example Combination:
Winter Carnival + Virtual Reality Experience + Social Media Challenge + Charity Raffle

Host a winter-themed event with a VR hockey booth, a challenge to share game-day moments online, and a charity raffle for a grand prize.

4. Osborne’s Method
Thereafter, I will use Osborne’s checklist (SCAMPER: Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse) to generate ideas:

Substitute: Replace traditional ticketing with a donation-based entry to encourage community involvement.
Combine: Partner with a local charity to integrate fundraising with game promotion.
Adapt: Introduce augmented reality experiences where fans can play virtually with team players.
Modify: Turn halftime into a talent showcase with local performers or cultural displays.
Put to another use: Use the event as a platform for CSR initiatives, such as awareness campaigns for important causes.
Eliminate: Skip physical flyers and focus entirely on digital promotion to reduce waste.
Reverse: Instead of fans meeting players, organize a fan appreciation segment where players recognize their biggest supporters.

Example Concept:
“Winter Carnival Hockey Night”

Theme: A festive celebration with a hockey twist.
Activities: VR hockey shootout, themed photo booths, and a community charity raffle.
Promotion: Social media campaign with influencers and a hashtag contest for game tickets.
Community Impact: Proceeds support youth hockey programs and local charities.
These methods ensure creativity while tying the event closely to the company’s branding and community goals.

Victoria Oma

--

2