As the new semester begins at the University of Minnesota, Midwest Dairy launched its 2025 activations at Gopher Men’s Hockey games. This partnership targets adult Gen Z consumers throughout the hockey season.
For all home games, Midwest Dairy sponsored the “Ice Box,” a student section offering free tickets on a first-come, first-served basis. Each game featured messaging about dairy sustainability and cow care, resulting in over 190,000 impressions for the season. An interactive element activation included a trivia spin wheel at four games over two weekends. More than 500 consumers participated in the trivia and received branded hockey puck keychains. This activation successfully engaged one of Midwest Dairy’s key demographics, providing direct and indirect interactions throughout the Gophers’ winning season while delivering messages that resonated with students and their peers.