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National Hockey League


When it comes to big milestones, hockey fans don’t mess around. This year marks the National Hockey League’s 100th anniversary, and the Pittsburgh Penguins 50th anniversary. The NHL’s two-week timeline before a signature game and sky-high expectations for the activation meant they wouldn’t be utilizing your average event company. So, they came to BMF Media and Boxman Studios to give their fans an unforgettable experience as the Penguins hosted at the Detroit Red Wings at PPG Paints arena.


To fit the NHL’s timeline, style aesthetic, and budget we utilized our existing fleet of rental containers to bootstrap something special for their awesome fans. Utilizing two of our beautifully finished Augmented Reality spaces (originally seen with Facebook at the 2016 RNC), we reconfigured the layout to provide a comfortable space to host guests during the experience- and a special surprise for unsuspecting hockey fans.


Patrons of the ever-expanding NHL fan base lined up outside of the non-descript boxes. They warmed up in a waiting room to be prepped for the experience, and then were hustled to the Virtual Reality room. When the virtual experience was completed, they would raise their VR goggles only to question reality once more- the Stanley Cup, sports most coveted trophy and one that is older than the NHL itself, appeared just inches in front of them.  The fans’ stunned and often tearful reactions were genuine, and they were treated to a photo opportunity during their time with the cup. Boxman Studios is very grateful to work with partners like BMF Media and the NHL- a hat trick with plenty of assists.