As the Boston Celtics and Bruins secured their positions in the 2024 Playoffs, the Boston Garden Society team at TD Garden embarked on a mission to craft a remarkable client experience. Their approach required striking the perfect balance between delivering a memorable initiative while incorporating a corporate sponsor to ensure budget prudence in addition to cross collaboration.

After a productive brainstorming session with the corporate partnerships team, an exciting concept came to life: offering complimentary ice cream during all Round 1 home games sponsored by local Ice Cream brand and corporate partner, Giffords. The team landed on Causeway Cones as the name, embracing the street where both teams would play their hearts out in the quest to win a Championship.

The execution of Causeway Cones was as impressive as the concept itself. An empty conference room in the arena was transformed into a charming ice cream parlor, featuring ice cream parlor-themed furniture and decor that brought the experience to life. Guests were greeted with branded bowls and cups that added a personalized and playful touch to the activation. A variety of flavors was offered, including Celtics and Bruins-themed options, allowing clients to show support for their favorite team. The experience was further enhanced with a toppings bar, where guests could customize their treats to their hearts’ delight.

The initiative proved to be a resounding success, creating a fun and lively atmosphere that resonated with clients of all ages, from enthusiastic kids to appreciative adults. The creative concept and flawless execution of Causeway Cones demonstrated the power of thoughtful partnerships in elevating client experiences. By merging local charm with playoff excitement, Causeway Cones left a lasting impression and became a highlight of the 2024 Playoffs for attendees at TD Garden.

The Causeway Cones activation also achieved several bottom-line goals:

Strengthened Partnerships: The collaboration with Giffords Ice Cream exemplified how shared goals and mutual benefits can lead to impactful activations.

Enhanced Brand Visibility: The strategic marketing efforts ensured that Giffords Ice Cream garnered significant attention, while TD Garden and Boston Garden Society reinforced their reputations as a hub of exceptional client experiences.

Created Memorable Moments: Clients will remember the joy and excitement of indulging in ice cream during playoff games, further deepening their connection to the teams and the venue. It was such a hit, that clients have already begun to ask if we’ll activate it again this year!

Causeway Cones stands as a shining example of creativity, community engagement, and partnership excellence, and it is with great pride that we submit this initiative for recognition as Best Partnership Activation.