Sobeys x NHL 2023

Overview

As the official grocery partner of the NHL, Sobeys wanted to extend its sponsorship by creating a digital experience that connected hockey, food, and family while providing ongoing value to customers throughout the season.

The result was Sobeys x NHL: Home Team Wins and Safeway x NHL: My NHL Picks. A weekly prediction game integrated into the existing Sobeys and Safeway mobile apps. The experience encouraged customers to return each week, engage with the brands, and earn rewards by correctly predicting NHL game outcomes.

The Challenge

The experience needed to fit seamlessly within two existing grocery apps while maintaining each brand's identity. It also had to encourage repeat engagement over an entire NHL season and support a broader marketing campaign across multiple customer touchpoints.

My Role

I led the UX and interface design for the customer-facing experience across both grocery brands.

My responsibilities included:

• Designing the in-app game experience for both Sobeys and Safeway
• Creating the user flows from entry through weekly gameplay
• Designing the campaign landing pages

Discovery & Concept

The project began by exploring concepts that would align with the Sobeys x NHL partnership while encouraging customers to return to the app on a weekly basis.

We developed a weekly game and mapped the supporting customer journey across CRM, paid social, push notifications, landing pages, and the mobile app. Each week, users predicted the winners of five NHL games and earned rewards based on their correct picks.

Design

The experience was designed to feel like a natural extension of each grocery brand's mobile app while keeping gameplay simple and engaging.

THE TEAM
Angelica Aldana Account Executive
Connor Leach Account Director
Jacquie Lee Copywriter
Lara Goldsmith UX/UI Designer
Mykelti Knott Art Director
Steph Simms Associate Creative Director