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The Project

A unique Golden Hockey Stick celebrating Olympic Team spirit.

Custom Fabrication

WXM prototyped a rechargeable GPS and shock counter system to be placed inside the handle of a hockey stick.


Fans were encouraged to tap the stick on the ground in support of Canada, as the unit displayed a running tally.

User Interface Software

Each time the stick was tapped, it would display the total number, while sharing its GPS location to a website where fans could follow its journey across Canada.


WXM tracked a total 22,139,508 impressions for the Golden Hockey Stick, with coverage in over 50 media outlets. The social videos that were added to the content calendar received a 40% engagement, where Canadian Tire videos typically get about 7-8%

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