The core idea, curated by Passion Lab, was to intertwine fan passion for their favorite SHL teams with Telia's brand, all within an engaging digital interface. Fans were allowed to win team-related prizes, turning their love for the game into tangible rewards. The challenge? Creating a platform that's easy to use, visually appealing, and captures the adrenaline and excitement synonymous with ice hockey while ensuring Telia's brand essence was front and center.

Our approach was a blend of dynamism and simplicity. We designed an interactive web application with a central spinning wheel. As fans spun the wheel, they'd be met with a chance to win prizes aligned with their favorite SHL team. We ensured the aesthetics resonated with the fast-paced nature of ice hockey, integrating Telia's branding elements seamlessly.

Functionally, the app was built to handle high traffic, ensuring every fan had a smooth experience, irrespective of the surge in concurrent users. Our efforts culminated in a platform that saw hundreds of thousands of visits and massive participation in the competition, creating a successful union of brand promotion and fan engagement.