Neo was responsible for the full process of Jégfogadás (i.e. Ice Gamble) promotion, beginning from the planning and realization of the interface and the promotional site to the whole campaign co-ordination. The public place ambient activation, serving as the basis for the appearances, was complemented by an online solution: the maximal audience reach was supported by the www.jegfogadas.hu microsite, which our agency also popularized with virus and word-of-mouth marketing tools. On April 8th 2009, at 11:00 A.M. – at the inaugural ceremony accompanied by a press conference – Levente Szuper disclosed the ice statue in the presence of numerous sportspeople and celebrities on Nyugati square. Szuper, playing as a goaltender in group-A at the Ice Hockey World Championship in Switzerland (2009), gave not only his name, but also his hockey stick to the campaign. We froze his former hockey stick, being autographed specifically on this occasion, into ice.
Bets could be made on the exact date of the meltdown. Due to the web-camera broadcast users had the opportunity to keep tabs on the gradual melting of the ice block from far-away locations, as well. The hockey stick was won by the bet-taker who tipped the most exactly on the moment of the stick’s reaching at the footing below the ice block. In the promotion a journey for two persons was drawn to the location of the Ice Hockey World Championship, accompanied by two tickets for the Hungary-Canada meeting.