IIHF - Home Field Auction

The Ice Hockey World Championship was coming to Denmark. However, the Danes aren’t big on ice hockey, and the main stadium was empty. So we had an empty iconic stadium to fill, and some publicity to generate. So, what did we do? Auction it!

The idea was simple. Denmark would auction one of it's national treasures (their main stadium), in exchange for a national treasure of a competing country - for a limited time of course. Meaning the winning bid would essentially be winning home-field advantage for the tournament.

Our campaign resulted in 520,000 people visiting the event, 165 countries broadcasting it, generating 967,000,000 Dkk in tourism revenue. Okay, maybe there where other factors at play, guess we’ll never know.