TELUS Design a Mask

To celebrate TELUS’s partnership with the Calgary Flames, Calgary Hitmen, and Ottawa 67’s, we created an engaging in-stadium experience designed to strengthen brand affinity and unite hockey fans through creativity and team pride.

In collaboration with an in-arena game developer, we launched an interactive digital game where fans could design their own custom goalie masks.
By scanning a QR code displayed throughout the stadium, fans were taken to a branded game experience where they could choose from a variety of colours, TELUS critters, and team elements to build their unique mask.

Once complete, fans could use an AR filter to see their design in action—and even upload a selfie wearing their custom mask to appear live on the jumbotron. To top it off, fans who submitted their designs were entered for a chance to have their creation turned into a real goalie mask, presented to them by players from their home team. A bold blend of fandom, technology, and creativity—bringing fans closer to the game and the TELUS brand.

Copywriter: Jasmin Husain