Experiential — Dallas Stars — 2025
Dallas Stars
Arena Move, Send-Off, Playoff & Holiday Campaigns
Overview
A city-scale activation designed to reposition the Stars as Dallas's defining cultural franchise — not just a hockey team, but a cold-weather identity in the heart of Texas.
The Problem
The Stars compete with NBA, NFL, and MLB attention in one of the most saturated sports markets in America. Hockey reads as imported. The brand needed a moment that felt unmistakably Dallas — and unmistakably ice.
The Idea
Freeze the city. A coordinated sensory takeover — frosted storefronts, blue-lit landmarks, ice sculptures in unexpected neighborhoods — turning the week before a marquee game into a citywide pre-show.
How It Works
- 01
Partner with 30+ Dallas restaurants, bars, and retailers for a 7-day frosted storefront program.
- 02
Project blue lighting across the AT&T Discovery District, Reunion Tower, and select bridges.
- 03
Drop guerrilla ice installations in Deep Ellum, Bishop Arts, and Klyde Warren Park, each unlocking a digital collectible.
- 04
Anchor the week with a player-led arrival moment captured for social and broadcast.
Confidential — Preview only
Full campaign strategy, rollout plan, and partnerships available upon request.
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