When it comes to hockey, Coors has a simple motto: hockey is the coldest sport, and Coors is the coldest drink. To exemplify this statement, under the creative direction of DraftFCB, Thinkingbox produced an interactive outdoor experience that put Montreal Canadiens fans into the game. On a custom platform, each player would take their best slapshot which would trigger one of many 3D animations on a 45' HD video wall. They could also share their experience of the event via social media. During the 4 day event - held during the final regulation games prior to the start of the Habs playoff run - 300 fans interacted, with an average of 1 every 5 minutes.